Article by: Vishrut Chalsani, VP, Enterprise Solutions and Co-founder- Akosha
The success of retail brands depends on one singular factor: How happy their customers are! And here’s how social CRM packages can ultimately help brands to provide their customers a positive and feel-good experience says Vishrut Chalsani, VP, Enterprise Solutions and Co-founder- Akosha.
This is an indisputable fact and one that dictates the urgent need for holistic CRM tools. The success of retail brands depends on one singular factor: How happy their customers are! This is an indisputable fact and one that dictates the urgent need for holistic CRM tools. Today, however, no CRM system can be called all-encompassing if it doesn’t allow you to interact with customers socially.
Interacting with customers through the newer channels will also result in a tighter bond between the brand and the customer since these platforms are more personal and intimate. It will also lead to better customer service, which is the cornerstone of a successful retail venture. Additionally, opening up CRM for outcome-oriented social media conversations is also important. If queries on social media remain unanswered or the turn-around-time is long, customer anxiety levels escalate and a negative chain reaction is spurred. Integration with CRM, providing tickets, prioritising certain types of interactions based on keywords, and taking queries offline can help brands reduce the domino effect by more than 50%.
In fact, several studies have shown that 71% of customers who receive a fast and helpful response from a retailer online are more likely to recommend that brand to their friends and families. Additionally, the number of questions posed by consumers on social media platforms has increased by almost 85% worldwide. This shows the customers’ tendency to use social media to find out answers to their queries and resolve their problems, making it a channel no brand can afford to ignore.
An Indian e-retailer recently applied this approach to their service delivery model. In addition to integrating a CRM tool with multiple platforms, it also powered a social customer care app on its Facebook page because that’s where most of the customers go to look for deals from the marketplace. With the customer care app on Facebook, it became more convenient for them to file their complaints and queries directly, which were acted upon swiftly by the service delivery team, leading to measurably high customer satisfaction numbers.
Imagine a future where a customer can interact with any brand with just one message. It will be a universe where customer and brand interactions are exactly like how one talks to one’s friends. A customer will be able to ping a brand and ask for availability of a particular white shirt and the brand can also push a special offer based on the past transactions of the customer. Social channels are now not just limited to Facebook but also extend to messaging apps like Whatsapp, FB messenger etc. A new age social CRM needs to factor these new developments into the offering.
There’s a lot of innovation in store for social CRM. Social CRM packages that will ultimately lead in the market will be those that will help brands to provide their customers a positive and feel-good experience post every brand interaction, on each and any touch point. A happy customer leads to a successful retail venture and this is only possible with effective social CRM!.