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The Social Customer Engagement Index Shows New Trends In Customer Relations
By Joe Purcell
Expert Author
Article Date: 2011-09-19
The Social Customer, a site dedicated to publishing content for customer relations, has surveyed 118 professionals regarding engagement of customers through social networks. The Social Customer Engagement Index (PDF) produced from the results reveal new trends in customer relations.
Brent Leary, a partner of CRM Essentials, wrote the analysis in the report and lists several key findings which I will abbreviate:
- Support of social CRM by management is imperative
- Social CRM must be integrated into the CRM procedures
- Engaging on multiple social networks is required
- The amount of positive impact directly relates to the amount of engagement
- Social CRM must be established over time
In short, the results show that engaging customers through social networks is an effective method if done correctly. Here are a few tips I have gathered from the report:
- Have at least one (but not many) employee competent in customer relations engaging in social networks
- Establish a presence over time on Facebook, Twitter, LinkedIn, a company Wiki, and a company blog
- Take the traditional procedures for CRM and rewrite them in a way that includes social networks
The report states that 95% of those who said they saw no noticeable impact from engaging on social networks also said that less than 6% of their customer interactions occurred over social media. Overall, almost three-fourths of all respondents handle less than 5% of customer interactions over social media. The truth is that CRM departments, including their management, have not adopted social media.
People are moving online. A Nielson report states that users spent 53 billion minutes on Facebook in May of this year--that's over 100,000 years! Establishing a social presence now and integrating it into CRM procedures is guaranteed to have long term payoffs.
About the Author:
Joe Purcell is a technology virtuoso, cyberspace frontiersman, and connoisseur of Linux, Mac, and Windows alike.
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