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17 tips for achieving social CRM success

Jennifer Lonoff Schiff | May 30, 2013
Social media and customer relationship management (CRM) experts share their tips for how organizations can leverage social media to improve customer engagement.

15. Post frequently asked questions on your Facebook page or provide links to your FAQ page. "Personally answering every question that comes through on social media can be a daunting (not to mention time-consuming and expensive) task for companies," says David Lloyd, CEO of IntelliResponse, a virtual agent software provider. So "investigate solutions that allow your company to automate company-approved answers to common questions on social," he says.

"Stakeholders can get the company's official answers to frequently asked questions in their channel of choice, allowing the company to remain at a distance, but jump in when necessary to offer personalized online support," Lloyd says.

16. Remember that social media isn't always the answer or the appropriate way to respond to a customer."Today's customer is omni-channel and organizations must connect the experience and interaction sequence with every channel the customer is using," says Mark Smith, president, Provenir, the developer of customer lifecycle software for enterprises.

"Companies should recognize that an appropriate response to social events may not always be a social response but rather a cross-channel one. If a high-profile customer has a significant issue, an immediate call to their mobile may be more effective than a tweet," Smith says.

17. Do not ignore basic CRM functions."Assigning tasks, logging call notes and following up on meetings may be considered 'old-school,' but they are just as important as ever," says Jon Ferrara, the founder and CEO of social CRM platform Nimble. "These are what your CRM is designed to do: keep deal flow on track. Neglect them at your peril."


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