Effective customer relations management is the very foundation on which the success of a business rests. Customers are the most critical factor in for functioning of a business. According to research by Google and CEB, customers emotionally connected with a brand are twice more likely to buy its products or services.

Almost all these customers (and prospects) are present on social media today. Every minute, the internet sees 973,000 logins into Facebook, 38 million WhatsApp messages, 481,000 tweets and 174,000 scrolls on Instagram.

These numbers are mind-blowing. And it shows how much brands are missing out on the opportunity to engage with their customers and prospects. On the other hand, businesses that leverage social media and make it part of their client relation strategy, enjoy much larger benefits.

Social media offers a goldmine of information about customers and prospects. So, social media CRM tools give a business the edge over its competition by empowering it to delight its customers and prospects. 

Here are 4 ways in which social media makes a company's CRM more intelligent and effective:

Tracking customer journey

Marketing and sales are not all about trying to get new customers. They're about fostering current relationships, constantly adding value to your customers and creating top-of-mind awareness. 

In today's age, the customer wants to be educated and engaged with instead of being sold to. That's why it's important to track your customer's journey on each stage, and respond to him accordingly. Integrating social media as part of CRM helps you track this aspect and identify how you can eventually convert one-time buyers into advocates.

An integrated engagement platform

Various customers and prospects connect with brands through different platforms. Keeping up with all this at the same time can become a daunting task for concerned teams. 

An intelligent CRM tool with social media integrated in it allows your team to have access to all the customer and prospect insights and information in a single location.

According to research, customers who engage with a brand on a social media platform expect a message response in under an hour. However, only 1 out of 10 brands responds to customer complaints or queries online. This presents a huge opportunity for your business to build brand advocacy using affordable marketing techniques.

Discovering new customers

One of the most effective ways to find potential customers is to discover conversations, mentions and even @name mentions. This can be done by using keywords and hashtags related to your business vertical. These findings can be fed into your CRM to analyze, increase its intelligence and predict patterns that appeal might appeal to your prospects. 

Additionally, your marketing team can also track branded keywords, industry keywords, your brand name misspelt and competitor keywords and feed it into your CRM to generate more comprehensive and effective reports that offer better return on marketing and sales investment.

Keyword-based automation

Chatbots have brought about a revolution in the field of technology. And integrating them in CRM is making service delivery quicker and more predictable. For instance, our CRM tool has a feature to integrate WhatsApp in it.

Conclusion

The CRM tool also does automated tasks based on keywords parsed in the WhatsApp message. For instance, a message starting with the word "support" automatically leads to creation of a support ticket and assigning it to the relevant department. This saves businesses precious resources in form of time and money and empowers them to resolve issues faster. Thus, customer relationship management and retention becomes better, contributing to better revenues.

Read more at: https://economictimes.indiatimes.com/small-biz/security-tech/technology/how-to-use-social-media-to-make-your-crm-more-intelligent/articleshow/64477287.cms