Enhance Sales Relationships with Social CRM

Definitions of Social CRM:

  • Social CRM focuses on engaging the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. (Paul Greenberg)
  • Social CRM adds a new dimension to the traditional view of customer relationship management. The focus is on people rather than technology. It’s about joining the ongoing conversations our customers and prospects are already engaged in – not trying to control them. (Brent Leary)
  • Social CRM is the connection of social data (wherever it may be) with existing customer records (CRM solutions) to arm companies with new forms of customer intelligence. (Jeremiah Owyang)
  • Social CRM is a means to “understand where, what and which conversations are happening, and how to engage in conversation.” (Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of Relationship Management)
  • Social CRM is an essential enabler of Social Business in its quest to gain the trust of the Social Customer for successful lifetime engagement. And, in the process, redefines Marketing, Sales as well as Service & Support.

So how exactly is Social Sales enabling more successful outreach and engagement with Customer 2.0? As with most things social, it starts with listening before talking. Know thy audience is a truism…and with intelligent monitoring of the social conversation, sales organizations can gain unique customer insights that would not otherwise be available through more traditional news sources – insights that can mean the difference between losing a deal (or not even being aware of it in the first place) to “catching a lead in mid air“. Of course there is a lot of noise out there and not a lot of time to “listen”, which makes the use of social intelligence solutions that can identify what’s relevant highly critical to success.

The 4 key steps to Social Sales:

  1. Monitor the social conversation
  2. Filter out the noise to hone in on what’s relevant
  3. Map these relevant insights to existing customer records and business processes to enable rapid response/action.
  4. Provide customer value by participating in the right conversations at the right time with the right intelligence

As a parting thought, remember that the “s” in “sCRM” does not just mean “social media – it is about social engagement to empower the customer to create value. As Wim Rampen states in a post at CustomerThink, “Implementing social tools, and doing absolutely nothing differently than before, would not make it part of a Social CRM strategy.” We agree…and add “Nor would it make Social CRM a success for the Social Customer or the Social Business”.