Five Key Outcomes of Social CRM

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1 Five Key Outcomes of Social CRM A look at the business case

2 Social CRM: more than monitoring Take a step back. When contemplating social media initiatives, it s easy to get tunnel vision. The evaluation process narrows to an ROI debate. Before you know it, you are looking at social media as a siloed function instead of looking at the big picture. Let s zoom out to examine the enterprisewide impact of incorporating social CRM processes and technology. Social CRM: More than Monitoring Social media monitoring gives you visibility into the millions of conversations taking place across social networks, every day. You can listen to what customers and others are saying about your brands, products and services. But on its own, this technology does not offer a clear path to strengthening customer relationships, improving service or optimizing operations. With the right people, processes and tools in place, Social CRM closes the gap between gathering social network data and strengthening customer relationships; and between gathering interaction data and strengthening the organization. You create a framework for identifying relevant communications, proactively serving customers and incorporating their insights into business decisionmaking processes all in real time to attain the benefits that follow.

3 1 Gain Direct and Meaningful Customer Insight Measure brand sentiment, market share, buzz and brand health Drill down into highs and lows in volume to investigate root causes Gain insight Social media monitoring channels a high volume of feedback to your company. But without the right tools, trying to glean valuable insights from a continual stream of communications is an exercise in futility. Social CRM solutions that leverage Natural Language Processing (NLP) as a core technology can resolve this challenge and bring order to the chaos. They understand the meaning and intent behind comments and questions, and can identify what is relevant, urgent or simply noise. These solutions structure feedback in a meaningful way to the business by topics, trends, competitors, brands or threats. Some tools enable business units to customize executive dashboards to monitor relevant experiences, issues and sentiments in real time. A direct line is established between the customer and the enterprise. Easily see trends, topics and sources of feedback View the breakdown of sentiment for your brand and see where your feedback is coming from can help you monitor experiences, issues and sentiment in real time

4 2 Monitor emerging trends, set engagement rules, strengthen customer relationships Reduce Costs While Increasing Engagement With social media interactions, the human touch is paramount. You want customers to have access to a live person, when appropriate, but it is cost-prohibitive for your staff to find, analyze and respond to every social communication that includes a key word about your company, products or brands. Social CRM technologies that integrate social media sites with CRM and knowledge management systems enable a divide and conquer strategy. In combination, these tools provide highlyfocused monitoring, workflow automation and the capability to leverage key personnel across the enterprise. You can define the types of interactions that require action, and specify routing to a particular the representative or department. The tools automatically listen to conversations, filter out the noise, analyze meaning and apply your decision/handling rules to each interaction. When integrated, these tools empower representatives with the ability and knowledge to effectively engage an individual or a group at the right time. Customer records are enhanced with social profiles for a holistic view of their experience. As a result, you maximize human resources, cut costs and strengthen customer relationships. can help you maximize human resources, cut costs and strengthen relationships

5 3 Continuously monitor the associations people make with your brand to improve the perception of your products and services Deliver Market-Leading Products and Services Customer-driven product/service development reduces costs, increases sales and expands market share. With the ability to listen to, understand and analyze social media activity in real time, social CRM technology can give your research and development team a direct line to consumer wants, needs and preferences. Through custom dashboards, they can pinpoint opportunities, uncover design flaws, identify emerging trends and keep a close eye on the competition. With the right social CRM solution in place, innovation is targeted. The time- and cost-of bringing products and services to market is greatly reduced. Marketing has the insight needed to launch with precision or to change-up a campaign on a dime. can help improve marketing and cut time- and cost- of bringing new products and services to market

6 4 Quickly identify and respond to potential threats to your brand Promote and Protect Your Brand Product and service innovation creates a competitive edge, but ultimately, it is the strength of your brand that keeps you out in front. Track your brand health and engage with those influencing your brand Social CRM solutions with customizable dashboards, NLP technology and advanced analytics enable you to track your brand health in real time across social networks. You can quickly gauge the effectiveness of a product enhancement or ad campaign, or pinpoint issues to swiftly take action. Access to an unprecedented level of insight enhances the success of marketing campaigns and public relations efforts. Brand recognition increases. Sales rise. can help you see the Big Picture and take swift action

7 5 Create an Agile Enterprise Social CRM prepares you to operate with agility in the era of the empowered customer. It aligns the customer, the contact center and the enterprise for exceptional customer experiences and improved decision-making processes. Operations are efficient, costs reduced. Actionable, relevant insights stream directly to business for greater responsiveness. For example: Customer service becomes proactive to build customer loyalty and advocacy Supply chain personnel are alerted to inventory issues immediately, eliminating delays, costs and errors. Marketing acquires better intelligence in a fraction of the time and cost it takes to commission research. Brand managers can quickly identify and respond to negative issues impacting the brand. Product development designs products for real market needs, at a lower cost in less time. Quality managers can identify adverse events in real time to mitigate risk, contain problems, proactively alert impacted consumers and control costs. can provide a competitive edge

8 Social CRM technologies help you:gdirec Gain Direct and Meaningful Customer Insight Reduce Costs While Increasing Engagement Deliver Market-Leading Products and Services Promote and Protect Your Brand Create an Agile Enterprise For a more in-depth look at how our Social Relationship Management solution strengthens the business case for Social CRM, visit

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