Three Reasons Why You Need Social Integration In Your CRM
This is a guest post by Lauren Stafford. Lauren works as a Digital Publishing Specialist at Discover CRM, a platform which gathers together the latest thinking, news, and research about CRM software.
It’s tempting to see CRM and social apps as two separate entities but – to take advantage of growth opportunities – you need to entertain options for integration.
Social media is a great place to start. Social often acts as a bridge between you and your customer so it can prove useful when gathering insights. When combined with your existing customer relationship data these insights can help drive your business forward.
Here are three key reasons why you should consider integrating social into your CRM:
Quick and contextual customer care
When selecting a CRM, maintaining and improving your relationship with customers should be at the forefront of the decision-making process. Social integration with your CRM means you have the option to communicate with your customers in real-time. We know that around 72% of adult internet users use Facebook, which means a large proportion of your customers have active accounts across social platforms.
With customer demand for quick and contextual responses increasing, social integration allows you to avoid any roadblocks to messaging with the opportunity for consistent conversations through one single channel – your CRM.
It can be a challenge to find feedback online. So why not enhance how you monitor social media? It can have a big impact on retention by improving customer service. It’s also a great opportunity to market through brand advocacy by finding loyal fans who can help share the value of your company.
Pinpoint sales opportunities more accurately and at a faster rate
Social data in your CRM also helps sales associates to gain a greater understanding of customer behavior. It helps them track interactions through all stages of the customer cycle. This also means, that from a pool of sales prospects, you can to choose to target highly engaged social media users with promotional offers.
Consider that in as little as six hours per week, 66% of marketers see lead generation benefits with social media. It can only be advantageous to utilize tools which help streamline the process of gathering customer intelligence.
No deal should ever be compromised by broken lines of communication. So being able to follow up on prospects and manage contacts across multiple companies and time zones are incredibly valuable.
Adopt a unified approach to data management in your CRM
The ability to make the most of your CRM data analytics features is key to measuring ROI. With social integration, there’s more valuable data at your fingertips meaning less time spent on research and more time on investigating how that data can positively impact your business.
For example, you could build enhanced customer profiles using data gathered from social data including job titles, location, or demographics. You can also more accurately track ROI on your social media marketing efforts by analyzing the difference between leads generated from social against leads generated elsewhere, for instance.
Ultimately, when you align social analytics with customer relationship data, it becomes much easier to see how marketing collateral impacts lead generation. A CRM with social integration gives you the ability to more broadly obtain the information that you need from customers and to inform your future efforts.