CRM changes lead toward social media

    Social media is becoming one of the most popular trends in customer relationship management. However, many companies interpret and define social CRM differently. According to Econsultancy, social CRM integrates customer data with social media interactions between the company and consumer, providing detailed information on what and when a customer buys. Additionally, it can help document support issues that have developed and been resolved in the past.

    Social CRM may improve insights into consumer behavior and provide a more well-rounded view of the customer as an individual, one of the most important factors of successful CRM. Social media can also provide an important look at how an individual influences his or her peers. By deploying a social CRM strategy, a company not only can improve support, but also sales, by better understanding how to sell its product. The question is how to integrate social CRM into legacy and cloud call center services.


    According to Personnel Today, social media sites like Facebook and Twitter are some of the most important new trends today, especially in the workplace. The positive impact of social media on businesses like Coca-Cola, Starbucks and other big name companies is a prime example of how adoption can improve sales and customer satisfaction. However, it is important have a firm understanding of social media, and which types are most effective.


    A contact center can implement a social media plan and have it ultimately fail because the background knowledge was not there. By knowing how different social media websites operate and what services each can best provide, a company can better understand where to focus its efforts. Unified communications solutions can include not only email, instant messaging and IP telephony, but Facebook messages, tweets and a strong LinkedIn presence as well. The best way to provide support to a customer is to offer that service where the consumer wants it most.


    With vast improvements in technology and a change in the mindset of younger consumers, many customers seek support not just by phone calls, but through live chat, social media and self-support communities as well. In order to keep up and provide the best service possible, a contact center needs to not only improve its phone system, but also increase its presence in these other mediums.