Social CRM, sometimes called customer experience management, shifts the focus for enterprises from internal processes for operational efficiency to building better interactions with customers. A new report from Gartner Inc. aims to break down nine types of social CRM applications in an attempt to identify the technologies and applications that best support business goals.
"Organizations often struggle to discern the differences between the many social applications that can support CRM," wrote Gartner research director Jenny Sussin. "Misunderstanding of their functionalities can lead to overspending, organizational in-fighting, duplicated functionality and missed opportunities, all of which lead to a fragmented customer focus with no one responsible for delivering a consistent customer experience."
The applications singled out by Gartner include:
Social publishing applications, most commonly used by organizations that use social media for marketing. They facilitate coordinated messaging, campaigns and alerts and allow content to be pushed to social networks with a unified brand voice.
Social media engagement applications that enable continuous dialogue between organizations and their customers. These applications monitor social media for brand mentions, but they also respond to customers on social networks.
Social analytics applications, used in marketing efforts to identify market characteristics such as competitive insight or for general market research. They’re also used to identify influencers and gauge the success of marketing campaigns. In the customer service realm, they are used to provide feedback on customer service and measure the efficiency and effectiveness of customer service processes.
External community software, which is used mostly for customer service and marketing to build customer loyalty while gathering market research data. It also enables peer-to-peer support functions for a product or service.
Internal community software provides a place for the employees to talk about insights, interests and contributions to a project. In a customer services or sales setting, such collaboration might revolve around a client or account; in marketing, on a specific project or campaign.
Contact enrichment applications aim to consolidate contact profiles and improve account management. This can lead to value across many departments, including customer service, digital commerce, marketing and sales.
Product review applications can often generate positive return on investment. These applications enable the presentation, capture and sharing of perspectives among customers and partners. This can give good insight into product popularity as well as expose review content to search engines.
Social network selling applications let users promote products and influence purchases via social networks. That can mean buying directly on social networks, or being directed to landing pages or product pages.
Product advocacy applications allow customers to communicate directly with brand representatives, typically by e-mail, live chat or on social networks. This can lead to product purchase decisions for complex products or products with unique uses.
Analysts will explore social CRM further at the Gartner Customer Strategies & Technologies Summit 2015 in London next month.
Read more on: CRM
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, Customer Data
, Customer Engagement
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Posted: 2015-05-18 @ 3:22am PT
Great article, Dan. However, I think more importance should be attributed to customer reviews. You always want to go back to a place where you feel welcome and valued as a customer. It's also very important to let other potential clients know that they could also have an excellent experience at your store.
In my opinion this is the best way of monitoring your clients' satisfaction as it offers a long-term insight into your product's performance and most importantly - brings you more responses.
Clients highly value personalised experience and even negative reviews can help companies showcase their initiative, thus boosting loyalty and satisfaction. The easiest option to manage that is through hiring a third-party feedback collecting company, like eKomi or Feefo. It is very important that the solutions they offer be purchase-based to boost the credibility of your brand. Independent reviews gain much more trust that in-house managed testimonials.