How is CRM evolving to meet business requirements?

The business world seems to be constantly rocked by change – and perhaps one of the biggest developments of recent years has been social media. Growth in the use of social media platforms, such as Twitter and Facebook, has presented a new challenge to businesses looking to reach out to potential customers. It has also changed the power dynamic between consumer and business – today, customers are far more in the driving seat. A CRM has become a crucial component in marketing and one designed to adapt to the changing consumer world. And, in the face of this new landscape of digital interaction, we are seeing the evolution of customer relationship management – Social CRM.

What does Social CRM offer?

There are a number of key components to Social CRM:

  • A single, centralised location for all social media interaction. Often the issue with social media is keeping control of numerous user accounts across multiple platforms and staying on top of engagement on each one – that’s where Social CRM comes in very useful.
  • Posting, sharing etc. Responses can be posted in real time and there may also be the option to schedule tweets.
  • Data. The data that social media provides is becoming increasingly crucial. A Social CRM enables the import of this data into an existing database.
  • The ability to track and search key terms. A Social CRM allows this process to be carried out across all platforms, as opposed to searching each one individually.
  • Reporting. This insight can be crucial in determining the effectiveness of campaigns and where they have been best received. Analytics provide perspective on the performance of the business across all its social channels.

What should you expect from a Social CRM?

The concept of a Social CRM is a fairly new one and there is no set template for what to expect if you’re looking to incorporate this kind of infrastructure into your business. However, there are a number of key components that you might expect to see:

A dashboard – a place to manage multiple social accounts in one place. Features should include the ability to view all incoming data (and respond), to allocate users as “leads” “prospects” “customers,” send messages and filter social contacts by various categories such as location.

Analytics – these are visuals that show how your social accounts are performing, including connections made over a period of time, details of activity, your most popular posts, percentages of users that follow back.

Social connections – the option to add social media links and tags to marketing content and materials and to track the results.

Social media management – a way to convert information gathered via social media into database content that can be used to tailor marketing efforts to make them more effective.

A Social CRM offers the opportunity to optimise the use of social media and channel it into the business’ broader marketing efforts. If you’d like more information about the evolution of the CRM and how this new approach to customer relationship management could support your business please get in touch.


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About MarketDeveloper

MarketDeveloper is a CRM and Marketing Automation supplier based in Egham. The company was formed from the merging of two marketing solutions in 2009 and has been committed to creating and updating a highly powerful, flexible and intuitive Single Customer View solution. A selection of MarketDeveloper clients include The Mail, VisitWales, ScotRail and Cosmos. In December 2018, MarketDeveloper was acquired by BlueVenn.