Using social media as a customer service tool is on the rise. But still very few companies fully integrate what they hear on social media with traditional CRM platforms.
Why is this? Well let's not beat around the bush - it is a big challenge to fully integrate what you hear on social media with your traditional CRM platform. But when you think of the rewards - like being able to serve your customer better, getting an insightful and more detailed insight into their behaviour, and a full appraisal of their past complaints - then one begins to see that it's a challenge worth taking.
So how do you put it all together? And is seamless integration a necessity - the foundation of good customer service from here on in - or simply an option?
The 360° Customer: How to create a full picture - cross reference, track, log, and record every Tweet, blog post, Facebook mention and hashtag you monitor
The Virtuous Circle: Make sure that what you learn from social media is routed back to your CRM platform and used to inform your customer strategies
Is it for you? Evaluate the pros and cons of setting up fully integrated CRM platform and is you should bother
Author Hidden Power of Your Customers book, teach social media @ UCSD, NBC-SD SM Contributor, Founder Petra Consulting. Focus: SM, CRM, Cust Exp. bio from Twitter
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