Contact Center Solutions Featured Article

So You Can Access Your Organization's Social Media Data - Now What?

January 16, 2013
By TMCnet Special Guest
Benjamin Lederer, Senior Product Manager, Sage North America

Businesses place significant reliance on social media to support sales, marketing and customer support goals. An organization’s social channels allow it to reach customers instantly, understand customer needs, gauge brand sentiment, see how it compares competitively, and much more.

Many business professionals are gaining greater access to their company’s social data, but are not quite sure what to do with it. If you’re among them, implementing social CRM processes can help you organize, analyze and act upon social data to achieve revenue-generating benefits.

A Social CRM or contact management system can function as your business command center supplementing contact, company and industry information with social data including profiles and comments. Integrating your CRM database with MS Office, Gmail, e-mail marketing and other Web services can help you better leverage this customer intelligence.

With these essentials in place, you can begin building processes that aid business development.

A sales representative, for example, may view a customer’s LinkedIn (News - Alert) profile inside their contact record to identify similar prospects who previously viewed their profile, and send a connection request, a private message or include them in an industry-specific e-mail campaign.

Social CRM systems also let users proactively communicate with individuals or groups of customers and prospects using specific social channels right from within the system. An intuitive system can set hash tags to manage Twitter (News - Alert) communications with a particular set of customers, such as a user group – broadcasting relevant information just for them, and receiving feedback just from them on any topics of choice.

Social process integration

Taking inventory of your company’s core social media channels will help you identify which communication processes are most vital to your business. Examples include:

  • Establishing processes that connect customers who Like your company’s Facebook (News - Alert) page with sales reps who can contact them directly. Likewise, scanning for negative comments about your product and automatically opening a support ticket for someone to reach out to that customer.
  • Finding new leads by searching social profiles for connections through your best customers, the rationale being “a business friend of a business friend is a potential friend of my business.”
  • Sending welcome letters to customers’ social profiles letting them know who you are and that special Facebook friend offers are available; engaging people in their preferred social networks where they might also share referrals about their positive customer experiences.

Such activities develop warm leads for your sales team and create groups you can nurture with content marketing campaigns. Meanwhile, your CRM application tracks all customer interactions – social and otherwise such as e-mail, phone and sales visits – plus cross-functional employee actions that occur along the way.

Social business analytics

Feeding your social data into analytics engines can provide data visualizations that help you recognize and drill into trends regarding your best sales influencers, brand or product sentiment, and who is or isn’t being engaged properly within your customer base. 

These processes combine elements of social, mobile, and analytics to fully leverage the multiple customer data sources in your contact and customer management system.

Parsing through social media feeds to identify actionable keywords or phrases is yet another valuable process. For example, searching customer and prospect profiles for words indicating merger and acquisition activity can help a change management consultant identify new business development opportunities, since M&A activity suggests his or her services are applicable.

Social CRM systems are expanding their value by better applying the insights people share via social networks to sales opportunities. It is ultimately the responsibility of businesses to leverage social tools within their existing systems, or implement new systems that best supports sales and customer support goals.

Keeping these kinds of social data integrations in mind can aid your business in either case.

Benjamin Lederer is senior product manager for the Sage ACT! contact and customer management system, supporting over three million individuals plus 60,000 additional business workgroups. Ben and his team create automation systems that help small and midsize businesses achieve their sales, marketing and customer experience goals.




Edited by Braden Becker

Article comments powered by Disqus

Related Contact Center Solutions Articles

Contact Center Solutions Week in Review

The word "spanning" comes to mind in looking at the news and insights this past week in the Contact Center Solutions Community. Not only were there items that speak to the global impact of contact center solutions, but we spanned a broad range of important topics including omnichannel and metrics. [ Read More ]
08/30/2014

Rise in Cloud Contact Center Traffic Volume in 2014

Voxbone says it saw a 14 percent increase in call volume (in minutes) over the last six months which it points out has been validated recently by IDC Research who is predicting that spending for on-demand cloud contact centers in the U.S. alone will increase from $733.3 million in 2013 to $1.6 billion in 2018. [ Read More ]
08/29/2014

Scripts and Metrics Only Take Call Centers So Far

Performance metrics are not the end-all be-all of call center performance. Companies desperately struggle to make their call centers operate more efficiently, at lower costs, with more calls completed per hour, and with fewer return complaints. However, when reaching for those goals, some businesses fail to make their centers better overall, as if the sum of those individual parts was something more. [ Read More ]
08/28/2014

CSG Announces New Agreement with Leading Latin American Mobile Operator

A top Latin American Mobile Operator recently signed a new agreement with CSG International to support its next-generation data and analytics capabilities. [ Read More ]
08/28/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!