In addition to cloud computing, the latest buzzword in customer relationship management is social networking.
There are several advantages to making use of social media networking to drive your customer relationship management.
Firstly, it offers a free or at least rather inexpensive way to connect with your customers. Secondly, there are monitoring tools that make it easier to find your customers and determine what is important to them. Lastly, you can see the customers’ needs and challenges in real-time, which means you can respond in real-time through a message tailored to immediate demand. In addition, it allows for immediate and personalised engagement.
It is, however, important to remember that this is only one aspect of customer relationship management. The core function is and remains to automate and enhance productivity as well as maintain customer relationship management.
Therefore, the key question is how you can combine the benefits of social networking with the core function of customer relationship management.
Social networking brings the opportunity to amass a vast customer base, albeit it from different platforms. Customer relationship management is an excellent tool to integrate and consolidate customer data from these multiple sources and is the perfect means to eliminate the confusion and duplication that is inevitable with this form of database extension.
Customer relationship management can also be of great use to sift through the different elements of information and direct the correct challenge to the correct department, e.g. if a platform such as Twitter picks up a problem faced and commented on by a large portion of your database, it can grab all those comments and direct them to the relevant call centre department that deals with that specific problem.