Silkina Olga «CRM in social media (SCRM)»

It’s impossible to track the activities of your consumers on social media. This was once true, but then Social CRM appeared.

Social CRM (or SCRM) is the integration of social media channels into Customer Relationship Management (CRM) platforms[1]. Thanks to SCRM, companies can communicate with their customers on the platforms that are more convenient for them (for example, the Facebook messenger or Instagram Direct).

In 2017, 34% of customers used social media to ask a question related to the service, and 47% of them even considered this an effective customer service channel.[2]. SCRM helps not only to track interactions with brands on social media but also to build long-term relationships with customers, as contacts fall into the database. Also, using CSRM, you can identify brand advocates and subsequently reward them for their active participation in your social media.

Thus, the main functions of SCRM:

  • It gives a more complete picture of customer interactions with your brand. 
  • It involves the audience in a «live» dialogue. 
  • It monitors the “mood” of your brand’s mentions in social media, helps to identify advantages, disadvantages, unusual ways of using your product.
  • It displays all interactions with your brand on social media on a convenient dashboard. 
  • It combines your SMM and sales strategies into a single system.

Let’s see how SCRM works, using the Max Factor case in China as an example. In 2016, the company launched a new SCRM to replace the obsolete CRM. As part of this, they did the following (Fig. 1):

  • They introduced a loyalty program that encourages consumers who interact with the brand on social media.
  • They linked data from online and offline sources to better track customer interactions with the brand.
  • They collected detailed customer data to set up automatic messaging in real-time.

Figure 1. Examples of Max Factor SCRM activities.

Thanks to these actions, the company was able to better understand its customers, increase employee engagement and quality of service, attract new customers and increase the average check. These are very impressive results!

SCRM really helps companies better understand their customers, solve their problems faster and become a part of their daily lives. But do all clients need the brand to be so close to them and know so much about their lives? After all, it turns out that with the help of SCRM, companies practically monitor the actions of their customers on social media. And so the question arises, where is the line between «the brand understands me» and «the brand follows me.» Would you like the brand to notice all your actions on social media or should there be any boundaries?




Галдина Анастасия: «CRM в социальных медиа (SCRM)»

  • 90,4% миллениалов, 77,5% поколения «X» и 48,2% поколения Baby Boomers являются активными пользователями социальных сетей [5; Emarketer, 2019 10 soacial].
  • По данным компании, Gartner в 2010 году 80 % роста рынка CRM было обеспечено развитием технологий Social CRM [1].
  • 71% клиентов, которые имели положительный опыт работы с брендом в социальных сетях порекомендуют бренд своим друзьям и семье [5; Lyfemarketing, 2018].

Данная статистика подтверждает, что в настоящее время социальные сети развиваются с максимальной динамичностью, а одним из важнейших аспектов развития бизнеса является его присутствие в социальных сетях. Изучению данного вопроса посвящен отдельный раздел в CRM – Social CRM.