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The Relenta CRM blog

How to avoid worst practices in social CRM

Chris Bucholtz makes a few excellent points about various social CRM faux pas in a recent CRM Buyer article:

The worst thing you can do is engage in a dialog, but then leave the customer hanging as you try to iron out your internal processes. It’s better not to engage than it is to engage in a way that deepens the customer’s irritation.

Bucholtz warns against several specific scenarios that could screw things up for you. They likely would, unless you use the proper tools. I’ll use Relenta to illustrate the points (go figure):

…companies haven’t established the processes needed to transport customer questions from person to person.

Communication bits from social networks are synced into your unified inbox in Relenta. If team members who deal with it first aren’t in the position to take action immediately, then they can create a task, assign it to another person, and start an internal dialog using a built-in commenting system.

The risk [with paid-for support levels in a tech company] is that customers may figure out that they can short-circuit the process by purchasing lesser service packages and then skip around their limitations by going to a social media site.

Again, once the social media interaction is associated with a customer record in your CRM, anyone on your team can instantly see what level of support they’re entitled to. You can also decide on the spot if it would be beneficial to bend the rules if, for example, this person happens to be one of your best customer advocates.

Bucholtz warns against the danger of appearing unauthentic (methinks this warning is applicable to any CRM process, not just social CRM):

What you can’t get away with is a reliance on canned answers or automatically generated responses. While these may increase the productivity of your staff, they destroy the effectiveness of your CRM efforts.

Bring it on!

Being authentic takes a relaxed state of mind. With Relenta, you can get pending tasks, important facts and bits and pieces of conversations out of your head by pouring it all into a self-organizing system. This way your mind is freed from mindless work and can actually be mindful (and personable).

There are so many social media channels out there that it becomes very easy to allow all your resources to be absorbed in a grand effort to cover them all.

Once the relevant social dialogs are synced into your CRM — as they should be — they become no different from other action items that you are already working with day in, day out. And a large number of interactions with your customers and prospects is a good thing. If they want to talk to you or about you, it should be the case of the more, the merrier, right?

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