CRM is an acronym that stands for Customer Relationship Management. As you know, traditional CRM has been around for a long time. In fact CRM has been around as long as we’ve had customers, but over the last 15-20 years we have thought about CRM from a perspective of using technology to help us manage our customers more effectively. Social media can play a significant role in the way you manage your relationship with customers, but you have to meet them where they are.
What we are seeing now as the result of the social media revolution is customers are expecting you to deliver customer service to them. This means you must be prepared to manage your customer relationships in the different social media platforms where your customers spend time. Customers are getting pretty tired of coming to you via the phone and waiting on hold for 20 minutes or wasting time on your website. In fact, they don’t like that idea at all, and they believe you should not expect them to work too hard to get help anymore.
As I mentioned earlier problems are opportunities. We know our customers don’t want to be kept on hold or have to repeat their issues as they are transferred to numerous departments. Unfortunately, we have trained our customers that getting good customer service through our traditional channels is a painful thing with a low probability of making them happy. As a result, often what happens is rather than trying to get help they just complain online
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