Are you using social media to improve your customer service? Is your current CRM (Customer Relationship Management) just not working? A social customer service strategy increases customer engagement and creates brand advocates and potential sales leads. In 20mins I will share a 5 step strategy to Social CRM with tools for small & enterprise business.

1. CRM manages all of your customers’ data, when you add in !
Social it takes in all of the social data too!

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5 !
Tools to help you !

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5. “Costumer care in Social Media is taking responsibility
CRM manages all of your customers’ data, when you add in !
Social it takes in all of the social data too!
Kyle Lacy, Director of Global Content Marketing & Research
-Sales force ExactTarget Marketing Cloud.
for that friendship”

6. Stats!
• 99% of brands are on Twitter, and 30% of them
have a dedicated customer service handle. !
• The average response time was 5.1 hours with
10% of companies answering within an hour!
• Recent surveys show that for over 40% of the
polltakers, a quick resolution was the most
important goal in a customer service exchange!
• another 26%, having their problems resolved in
Arabs produce around 10 million tweets EVERY day
6.5 million a single users interaction from the Middle was paramount.East are !
on Twitter:
3.7 million are active users
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Study by J.D. Power and Associates
2014 State of Multichannel Customer Service Survey
Internet World Stats

7. 1Choose your main social CRM platform!
Designate one platform as your main customer support hub !
!
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Where to go ? !
!

9. Facebook!
• Access largest audience !
• easily use third-party
apps to create
customized question and
answer pages !
Tania Water! Digital Strategy!
!
Twitter!
• One of the most popular
platforms for CRM !
• quick, user-friendly and the
character limit forces support
requests to get right to the
point!
• Twitter is where customers go
to voice complaints,!

10. Tania Water! Digital Strategy!
Go where your customers are. !
Which of your social profiles has the most followers
and the most engagement? !
!
!
That’s the platform to spend your time on.!

11. Make it Easy ! !
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12. #2 Excel in Responsiveness !
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13. Prioritize! !
Who comes first ? !
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1. Look for comments and questions that indicate
an interest in your product or service!
2. Know in advance how you will respond to
dissatisfied customers.!
3. Do not ignore the bad & ugly ! !
4. It’s no longer a 9 to 6 job!
!

15. Tania Water! Digital Strategy!
1. Look for comments and questions that indicate
an interest in your product or service!
2. Know in advance how you will respond to
dissatisfied customers.!
3. Do not ignore the bad & ugly ! !
4. It’s no longer a 9 to 6 job!
!

16. #3 Choose the right software to help you !
• Monitor who is reaching out to you for answers!
• Small companies might want to invest on social listening software's !
• Larger companies will want to invest in software designed specifically for social
customer service.!
• Track & compile all of your customer service conversations so your support team can
easily prioritize and manage service requests.!
• Manage every single touch point you have with your customers, emails, purchase etc!
Tania Water! Digital Strategy!

17. #3 Choose the right software to help you !
• Monitor who is reaching out to you for answers!
• Small companies might want to invest on social listening software's !
• Larger companies will want to invest in software designed specifically for social
customer service.!
• Track & compile all of your customer service conversations so your support team can
easily prioritize and manage service requests.!
• Manage every single touch point you have with your customers, emails, purchase etc!
Tania Water! Digital Strategy!

18. #3 Choose the right software to help you !
• Monitor who is reaching out to you for answers!
• Small companies might want to invest on social listening software's !
• Larger companies will want to invest in software designed specifically for social
customer service.!
• Track & compile all of your customer service conversations so your support team can
easily prioritize and manage service requests.!
• Manage every single touch point you have with your customers, emails, purchase etc!
Tania Water! Digital Strategy!

19. CRM systems are anything to do with a customer interaction!
“You need to monitor who is reaching out to you for answers
you don’t want to miss a CRM opportunity!”
enterprise-levelsmall business
Tania Water! Digital Strategy!
enterprise-level
cross-channel
Small business
customer service–centric
Small business

20. #4 Measure Your Data!
As a business, you want to turn your customers into advocates. To do this, you
need to manage your data around the customer.!
Tania Water! Digital Strategy!

21. #4 Measure Your Data!
As a business, you want to turn your customers into advocates. To do this, you
need to manage your data around the customer.!
Tania Water! Digital Strategy!

22. • Analyze the percentage of high-priority requests your team responded to =
Productivity!
• Amount of time it took to respond to those requests = Efficiency !
• Survey the web to find out what your customers’ expectations are !
• You need to be able to find the social pieces of data that connect them to
these existing customers. !
Tania Water! Digital Strategy!
compare all three:!
productivity, efficiency and expectation—and adjust
your CRM tactics as necessary to accommodate
the needs of your clientele.!
!
!
If you find your CRM agents are responding to only a small number of
requests = Adjust your priorities + Reprioritize

23. • Analyze the percentage of high-priority requests your team responded to =
Productivity!
• Amount of time it took to respond to those requests = Efficiency !
• Survey the web to find out what your customers’ expectations are !
• You need to be able to find the social pieces of data that connect them to
these existing customers. !
Tania Water! Digital Strategy!
compare all three:!
productivity, efficiency and expectation—and adjust
your CRM tactics as necessary to accommodate
the needs of your clientele.!
!
!
costumers

24. Four steps for developing a social CRM strategy.!
@Alexandramaia_! #DGTLU!

25. Tools to help you !
Learn from the best brands ! Top blogs!
Tania Water! Digital Strategy!
http://www.exacttarget.com/blog/!
YOUtility provides real-world
examples of companies that
have moved beyond selling to
provide real value -- and built
a fiercely loyal audience
along the way.!

26. • Be where your consumers are !
• Do not sound automated!
• Be human !
• Make it easy!
• Manage your presence!
• Provide appropriate knowledge & solutions !
!
Key Takeaways : !
Tania Water! Digital Strategy!

27. #4 Measure Your Data!
As a business, you want to turn your customers into advocates. To do this, you
need to manage your data around the customer.!
Tania Water! Digital Strategy!
.
“As a brand be ready to be human if you going to be on social media. Act human and you
will be closer to turning your costumers into a loyal marketing army!”

28. Tania Water! Digital Strategy!
Alexandra.maia@tbwaraad.com