Evolving CRM

In an earlier post, we touched on the power of social media and some ways to leverage it.  These sites aren’t just a tool to use, though.  They are an actual movement that has caused a change in mindset for how businesses should interact with their customers.

Not so long ago, customer relationship management was a static set of protocols and processes.  Everything was well-defined, only certain departments would interact with clientele and transactions were kept simple.  The advent of social media has dramatically changed this landscape.  Presences on various social sites are available 24/7, allowing more customers to engage a business, and affording all employees the same type of access.  Rather than being straightforward and process-centric, CRM has had to evolve to handle the more dynamic and complex relationships that have resulted from the social media phenomena.

In many aspects, being a National Agents Alliance agent has you well prepared and ahead of the game for this.  Meeting with clients has always been a dynamic and complex process and your experience there will translate directly into how you treat CRM in the social media world.  If you are working on developing a presence, keep in mind your knowledge of working directly with a client and apply how you handle yourself there to your online presence.  Remember that all of your friends or followers will be seeing your posts and responses, so be sure to alter your interactions to take that into consideration.

Here are just a few areas to consider in harnessing the power of the new, social CRM:

Accessibility and responsiveness are paramount.  As a sales professional, you already know the value of striking while the iron is hot, and in the ever available online world, the expectation of your users is for prompt replies to both the good and bad.  Keep in mind that the overall goal is create positive experiences, so don’t get offended if a negative should appear, simply approach it with the end goal of a positive resolution in mind.

Demonstrate your interest in the client.  Keep them informed about your business and its status, but also engage them in conversation and interact with their posts.  In many ways, the marketing facet of social CRM is handled through the communal aspects of your social media platform rather than through typical campaigning and advertising activities.

Often, to get followers, you will need to follow them also.  Something to consider is subscribing to the blogs or other social media endeavors of your friends and to comment on, ‘like’, or share those items appropriately.  This not only exhibits your interest, but actually increases your visibility to others, making this an excellent method in your approach to social CRM.

As a professional with National Agents Alliance, the social aspects of your work have you well prepared to tackle the endeavor of this changed face of customer relationship management.  Social media on its own will give you the power of presence.  Combining that with this new and popular approach to CRM can dramatically increase your reach and reputation, which can only increase your opportunities.  Leverage this technology to your advantage!