Benefits of Social CRM

By Neil Zawacki
Updated: September 15, 2011

Benefits of Social CRM

Social CRM is a powerful online tool that allows a small business to provide a high level of customer service and integrate personal information from social media like Facebook, Twitter, message boards and blog posts.

Here are some of the notable benefits of social CRM:

1) You can identify new opportunities

Social CRM can be used to visit networking sites like Facebook and Twitter and see which products that customers have purchased. This information is extremely useful if you’d like to cross sell or upsell one of your products. If they’ve just bought a smart phone, you can send them an email offering a discount on smart phone accessories. This tends to be much more effective than sending out emails at random – the recipient in question might not even have a smart phone.

2) Customer feedback

You can greatly improve the customer experience through social CRM. If someone purchases a product and tweets about it, you will immediately know. You can then take advantage of this (particularly if they have a large number of Twitter followers) by sending them a free voucher or discount on a similar product. There’s a good chance the person will comment about the positive experience and provide your company with some good publicity.

3) Money saved

Social CRM can actually help a small business to save money in the long run. You can lower the cost of customer service by setting up a self-help community to answer questions that people might have. You also don’t have to pay for toll free numbers to provide customer support and commission costs at the company tend to be greatly reduced.

4) ROI Accountability

It can often be difficult to quantify the ROI (return on investment) between a marketing campaign and the resulting sales. Social CRM provides a means to do so through social analytics that allow you to connect blog comments, retweets, video views, and free demo downloads to the subscriptions and orders placed on your website. If the campaign was truly responsible for increased sales, you will know.

5) Research and development

Social CRM allows your company to perform research and development on upcoming projects at little or no cost. You can read about what customers liked about a particular product, what issues they might have experienced, and the type of features they’d like to see added in the future. This feedback can significantly improve the brainstorming process and the changes will show that you listen to your customers.

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