Social CRM - factors that prevent SMBs and SMEs to capitalize it
Nike, Nokia, Tesco, American Airlines and O2 are names most of us will be aware about. Although these names belong to industries of different verticals, there is one common factor that binds them together – prompt and responsive approach to customers via social media.
It is interesting to see that all the above-mentioned names have credited social media as a major part of their customer-service strategy. Their incredible responsive rate in social platforms has resulted in their improved reputation worldwide.
As these leaders of different spheres have taken social media by storm, the SMBs and the SMEs are also not left behind. According to one of the reports, SMBs and SMEs have grown to be a large section of social CRM buyers. By incorporating social analytics in their CRM customization, they too are gearing up to capitalize on social media.
Why are SMBs and SMEs failing to make use of social CRM?
In spite of the fact that most small and medium-sized companies have adopted Social CRM, very few of them have actually gained out of this investment. While there is a clash of opinions about the exact reason behind this occurrence, given below are a few assumptions –
1. Inadequately trained employees – Incorporating social CRM is not an overnight solution to a strong social media strategy. Nor does it guarantee increased customer-responsive rate. To actually gain the benefits of this enterprise customer relationship management tool, organizations need to work upon their workforce.
A social CRM that is not properly utilized by the employees will never benefit an organization. This is precisely why training sessions hold such high importance. A few interactive sessions stating – social media goals, organizational vision, social CRM features/benefits will make the picture crystal-clear for the employees. They can easily comprehend the purpose of implementing a social CRM and work in accordance to that.
2. Reluctant replies over social media – A careless attitude toward customer’s concerns can result in CRM failure. Many instances from the past can be cited that show how companies’ unwillingness to respond to customer queries have cost them dearly. Considering the importance of this fact, most business experts recommend an agile approach across all social media platforms. So whether a customer has expressed a grievance or just stated a suggestion, a quick acknowledgement of the message needs to be a compulsion.
3. More focus on negative comments – Most organizations engage themselves more in negative feedback. While quick address to customer’s complaints is a good approach, too much of it can work against the organization. Sales, marketing and customer-support teams should equally give importance to advocates. Doing this is a smart way of customer retention.
Small rewards to customers (who always promote your company) can be a rewarding social media marketing tactic.
4. Social media compliance policy – Now, this is the most important step to be taken prior to the implementation of the social CRM. With a strict social media compliance policy, organizations can prevent employees from unauthorized engagement with customers. They can ensure that the employees do not spread offensive or incorrect information to the customers.
Patricia is a full time CRM consultant at ConvergeHub and part-time blogger. She has earned herself quite a fame as a specialist and market expert in CRM software. In the last five year she has worked with various companies as CRM consultant to help them move their businesses to cloud. Her expertise lies in offering cloud CRM consultation, CRM customization and integration solutions to small enterprises. For last one she is engaged in building ConvergeHub, cloud-based CRM solution for SMBs, as a consultant.Follow her at Twitter: @jones_converge