Posts Tagged ‘Customer service’

stattMeetingInter-departmental collaboration is important in every organisation and is essential for an effective Social CRM system. For example, the Marketing and Communications department need to liaise with the Customer Service department regarding customer interactions and any complaints while it is the Sales department that provides up to date information on products, pricing and the sales and purchase cycle. Therefore, Social CRM works better when carried out cross-functionally and this relies on good working relationships to be effective.

Good working relationships
Good working relationships can be built by promoting a climate and culture of mutual respect, trust, loyalty, co-operation and the achievement of common organisational goals.

It can be enhanced by:

  • Providing clear direction and clear vision
  • Communicating team values and goals to all members
  • Establishing ground rules for what is acceptable and what is not
  • Establishing a method of listening, encouraging feedback
  • Considering each person’s ideas as valuable
  • Respecting individual feelings
  • Promoting unity among members
  • Promoting clear communication
  • Encouraging information and knowledge sharing
  • Evaluating individual and team performance, providing feedback

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stakeholdersImageStakeholders are those people, internal or external to your organisation, who would be affected by the decisions and activities of your organisation and who in turn have the potential or ability to affect the company.

These stakeholders will agree to opt in to your social CRM if they perceive some advantage for themselves. This perceived advantage varies with each stakeholder group and could be anything from good reputation to improved customer service. Social CRM contributes to Marketing, Sales, Feedback, Service and Support.

Stakeholder Analysis is necessary to identify key stakeholders so as to achieve effective communication that will engage each key stakeholder group for a mutually beneficial relationship with the organisation. For example, it will help determine the right social media channels and what media to use.

It is the stake that each stakeholder holds with the organisation that determines their type and level of influence.

The following are 3 different types of motivation or stakes that determine the type of key stakeholder.

Economic stakes
This is usually the largest group of stakeholders who would be affected economically by your organisation’s activities. They include employees, customers, suppliers and competitors.

Equity stakes
These are those with some level of ownership of the company such as shareholders and directors.

Influencer or Moral stakes
These stakeholders are mainly concerned with standards, responsibilities and community. They  include professional bodies, government, regulators and the media.


Analysis and identification of stakeholders will enhance your social CRM as it will help to devise the most effective ways to engage and collaborate with the key stakeholders of your organisation.

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The Social Media World Forum has been on for two days now in London at Olympia 2. It’s been a worthwhile visit and an interesting SMWFexperience.


One of the workshops featured a panel of social media experts and traditional marketers who shared their perspective on new trends in social media measurement. Here are nuggets from the discussion:

Engagement remains a fundamental aspect of social media marketing but there is now a greater realisation that it is engaging with the people that is more important than just the numbers. As a result, social media tools and channels should also be harnessed to provide excellent customer service.

There is now a greater shift towards measurement and metrics. Data and information gathered through social media channels should be put to good use in addressing customer service issues, informing content marketing and in research and development.

Google Analytics is also an effective tool in social media for tracking customer acquisition and retention.

Since we use social media to drive traffic to marketing campaigns, measurement of the effectiveness of social media channels to drive traffic to the campaign becomes important. We compare how much investment we have put into it in terms of money, time and other resources with what we actually achieved with each channel.

Recommendations by the panel

Don’t try to measure everything. One size does not fit all, so tailor measurements and analytics to what is important to you.

Don’t over emphasise volume. Context is very important.

It is not necessary to adopt every latest application. Find out what will resonate with your customers and adopt this.

Be consistent with keeping to overall business strategy.

Social Espresso courtesy of 77 Agency

Having heard about the social machine by 77 Agency, it was fun trying it out at the exhibition…and enjoying a cup of espresso.SMWF Exhibition

The social machine is a new and smart way to share actions and thoughts with friends on Facebook while you are out and about doing things such as shopping at your favourite store.

For more SMWF flavour, visit Social Media Forum blog

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apps worldApps developers, operators and marketers converged at Apps World on 29 and 30 November 2011. The show at the Olympia Conference Centre revealed all aspects of apps from development to implementation and marketing. Apps for mobile, TV and internet were all covered.

The future is clearly digital, multi-platform and significantly mobile. Apps

An increasing number of organisations are looking at applications aimed at rich digital experiences and there has also been a rise in e-shopping via mobile phones and other mobile devices such as iPad.

Mobile advertising and mobile search is being used to drive traffic to retail websites.

Apps developers are engaging a multi-platform strategy that responds to the increased mobile and social behaviours of consumers.

An organisation should look at the needs and habits of its customers and then decide what apps will best improve their experience with the company’s product or service. Your company should look at what is important to your target audience and the sort of device they are likely to have.

#AppsWorld Europe 2011: Thank you London, you’ve been marvelous!

#AppsWorld – Jonathan Posner, Ciklum – Top tips for developer

#AppsWorld – Andy Eardley – Co-Founder & Director of TV App Agency

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What makes for an effective and efficient social CRM system? Here are the main points to consider.

Inter-departmental collaboration

Social CRM is effective when carried out cross-functionally. Usually, it is the Marketing and Communications department that would be mostly responsible for the company’s social CRM. However, they would need to communicate and collaborate with other departments to ensure efficiency. For example, they would need to have up to date information on products, pricing and the sales and purchase cycle from the Sales department. Also, liaising with Customer Service department is crucial regarding customer interactions and any complaints. Input from Product Development department is essential to resolve matters relating to existing products and to innovatively meet customer demands.

Centralised data storage

Since social CRM needs inter-departmental collaboration and communication, it is most effective when each department has access to up to date relevant data about matters and as they arise. Hence, data should be stored centrally.

Content creation and distribution

Good quality and relevant content that encourage dialogue and participation will enable an understanding of your brand while increasing brand visibility. A multi-channel approach to distribution of content is necessary since customers can change channels as easily as they do with television. You need a system and routine in place that helps you to proactively and persistently engage the customer in all the places relevant to your brand.

Monitoring of relevant platforms

Since the focus is to create and support a dialogue system of communication that enhances customer engagement and collaboration, you will need to listen and be responsive to what is being said. You should develop a system of listening to discussions on all relevant social media platforms, using monitoring software that records relevant messages from the social media platforms.

Having in place a reliable social CRM system that comprises of the above will enable co-ordination of staff, communication and activities, saving time and money.

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