.Global, Communities, Community Management, SCRM, Social CRM, Social Media CRM — August 11, 2012 12:11 — 0 Comments
Some Food For Thought On Social CRM (SCRM)
Social CRM or SCRM is still a confusing topic for many brands and their agencies. Here’s why it shouldn’t be and why you’re probably already halfway there. Social CRM is simply an evolution of customer relationship management models to include new data sources (social data) and communication channels (social communities). By now, most brands already have social media communities i.e. Facebook and Twitter pages. So think about this. If you’re brand already has social media communities, you already have a Social Customer Relationship Management model. Right?
Community Management = SCRM. With one big exception, most brands don’t know which members of their communities are actually customers or if they do, they are unable to attach a transactional value to these customers. Why? It very much depends on your sector and sales models, but one of the biggest issues is not being able to tell if a member of your Facebook community purchased your product from your offline store or via a third party. Unless your brand sells all your products online from your own website and can cross reference a customers unique identifier with your social footprint, it’s near impossible to marry transactional value with network/advocacy value. This is a real issue that prevents most brands from measuring the ROI on community management.
CRM strategies are fundamentally about two things: building relationships with your customers and measuring transactional value. So what if you took the ‘transactional value’ out of the equation? ‘Social Customer Relationship Management’ would be ‘Social Relationship Management’. Your objectives would quickly change from tracking sales to building strong relationships with your communities. Your ultimate objective would be to build advocacy to tap into the word of mouth networks your audience have in the social media space. You widen your view of a customer. They shift from being someone who has a transactional history to being an audience made up of existing customers, prospects, people who find your brand aspirational but can’t afford it, decision makers and non-decision makers whom all have their own networks and degrees of influence.
There are many platforms being developed by serious players in the SCRM space that will eventually allow you to track transactional value alongside network/advocacy value. So for now, focus your efforts on the one thing that ultimately drives sales. A strong bond with your brand.
Additional articles on Social CRM by Kohlben Vodden: Social CRM: A definition and point of view on SCRM