If a tree falls in the forest, does it make a sound? That’s the perspective many customer service experts have had toward social media-based customer service, or social CRM. With so much noise in the social channel, is it worth it to ferret out a few random requests for customer service? And with a sawmill full of fallen logs ready to be processed, few could blame customer service executives for focusing on contact center through-put.
Are bloggers seriously all dead? Does Social Media fatigue really exist? Probably not. The new world of apps, the rise of broadcast industry and the revenge of niche communities lead to new kinds of digital influencers.
Hootsuite has done something so simple, so elegant and oh so powerful (in my mind), that I really do believe it to be revolutionary. They have brought advanced social media marketing to the masses. When I work with my clients, advising them on how to post, what to post - the day part of posting is essential. They have automated this major step. I'm assuming that the act of automating will make the time the post is distributed better. That has yet to be seen, but if they can pull it off - BOOM. Game changer.
One of the best way to create a better experience for your customers is to leverage what you know about them. To do that companies are moving towards an integration of social data with CRM systems, as evidenced in this webinar discussion among various marketing and analytics superstars.
As recently pointed out in research from McKinsey, “once a company designs how it will engage with customers, it needs the organizational capabilities to deliver: adding staff, building a social-media network infrastructure, retooling customer care operations, or altering reporting structures”.
The future of social CRM might be entrenched in its ability to make profit on a consistent basis, but its future also relies on the ability of sales people to continue reaching generation after generation.