5 Top Social CRM Takeaways from CRM Evolution


Share on LinkedIn

Within a very short time span, the business world has witnessed social media go from wow to now. Some brands have embraced it; others have shunned it; but either way, social media is here to stay as a customer service and engagement channel that now holds the same weight as email, phone, chat, mobile and web self-service.

In a recent CRM Evolution keynote panel including Microsoft Dynamics CRM Corporate Vice President Bob Stutz and Accenture Managing Director Joe Hughes, industry notables discussed where social CRM is at, and where the majority of brands should be headed with it. Here are five top social CRM takeaways from CRM Evolution:

1. We’re at the Start of Something Big. Most brands are still in reactive mode with social media, pushing content and protecting the brand when needed, but doing little else. There is an incredible benefit if brands can begin to use the channel proactively and integrate social as part of their overall business strategy.

2. Getting Started is the Biggest Hurdle. Listen first. Start with just one channel. Listen, monitor, manage, respond and report. Reporting is key, because you’ll need to show tangible successes to get buy-in and the blessings of the C-suite to continue to invest in social. Experimentation in being able to scale will come next.

3. Put Your Best Face Forward. Many brands are still putting social media in the hands of interns, PR agencies or marketing staff who want to speak to (but not with) consumers and customers, which is risky business. The question from the panel: Is a 19-year-old really the best representative you have to respond to a brand damaging tweet?

4. The Power of Social CRM Isn’t in the Technology; It’s in the People. You can’t commoditize your customer interactions anymore; you have to personalize them. “Companies are not logos,” said Stutz. “Companies are people. Social must be aimed at better understanding and knowing people. At the end of the day, technology doesn’t solve problems. People solve problems.” And not just the people in your organization… “The number one customer service rep can be a social user or follower,” says Stutz.

5. Making Sense of Too Much Information. To be effective when it comes to integrating social, you’ll need to prepare your organization for the breadth of intelligence you’ll receive, need to manage, and respond to, notes Joe Hughes of Accenture. “You can use text analytics to go through tons of data and might only find a few insights, but those insights might mean millions,” says Hughes. “You have to find a quick win with these social initiatives to keep momentum going.”

Republished with author's permission from original post.

Tricia Morris
Tricia Morris is a product marketing director at 8x8 with more than 20 years of experience at technology companies including Microsoft and MicroStrategy. Her focus is on customer experience, customer service, employee experience and digital transformation. Tricia has been recognized as an ICMI Top 50 Thought Leader, among the 20 Best Customer Experience Blogs You Must Follow, and among the 20 Customer Service Influencers You Must Follow.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here