Social Customer Relationship Management en 2012

Part of the team of Customer Interaction GSSsmi Agents # SCRM activities carried out in Spain (GSSsmi)

Do your business customers are loyal because of lack of alternatives, benefits distribution, old customs, or otherwise in being convinced of the benefits of your products?

We live in a period of great innovation and beta testing in the field of Social CRM in Spain. We all began to be convinced of the advantages of a company connected and the need to build effective links with the consumer society. This way we will measure the impact of social media marketing in the income statements and include rates of return on investment of the latest social media tactics implemented in our dashboards.

The numerous success stories of international companies ( Zappos , Verizon , Best Buy , giff gaff ) have been key to open the way and guide us. Zappos has created a new dynamic sector and demonstrated the importance of reliability and customer support. giffgaff continues to surprise with its strategy of crowdsourcing marketing, sales and support among its own customers. In my opinion, social networks are offering numerous opportunities for differentiation and entrepreneurship, and the number of conversations waiting for a response from support, marketing and sales is increasing. The opportunity cost is still valid in 2012.

Many Spanish companies have implemented practical approaches to Social CRM in 2011 and have benefited from the factor "surprise and real-time" in their tactics. Consumers reacted positively software links, and companies began to reap measurable results of Social Commerce (study PDF) . 2.0 Interactions in the various social media platforms (forums, blogs, Twitter, Google +, Foursquare, Linkedin, etc..) Generate linkage provided the answers are relevant and useful to consumers # socialholic . Importantly, most Spanish consumers begin to have social skills and a high dependence on the internet when browsing through the different phases of the purchase .

Social media professionals live intensely this new way of eating and the relationship model and fidelidación towards brands. The rate of this sector requires us to measure all business and seek answers. It is very gratifying to have experience and data to build a compelling ROI to our Social CRM projects. In addition, we have established key business objectives: new models of relationships, improving brand reputation, impact than other media for € invested, sales conversions and increased awareness and consumer engagement.

Our analysis of social consumer conversations demonstrate the importance and temporary opportunity to bet on Social CRM. Most clients are demanding better customer service from their preferred companies. As we know, not easy to build a high Net Promoter Score from scratch, but I think the lack of social support initiatives is breaking the "share of heart" of many companies of utmost importance. The latest study by Temkin Group (January 2012) reflects the growing importance of service quality barnacles and customer service versus the price of products / services.

Our main Social CRM initiatives in 2011 have generated these quantitative results: average degree of acceptance of 80-85% (value neutral and positive social consumers), increased the effectiveness of online support 30%, improving the online reputation of 15% response rate of 50% of consumers. In addition, new mechanics have been generated to feed the funnel of leads and conversions online. These social commerce strategies and support have been satisfactory for most pioneering companies in different sectors.

It is clear that the CXOs will raise the bar to their Social CRM initiatives in 2012, and will be very necessary to keep innovating.

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