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SOCIAL CRM 1

Social CRM

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Discussion 2

Company one can use social CRM tools to track and engage the customer across different platforms by using different types of tools. The aim is to ensure sufficient monitoring and tracking to see who is engaging in conversations with the company (Oluwajana et al., 2020). The social CRM can help the company to be able to identify and reward its brand advocates and influences to encourage them to continue spreading the word about the brand and hence improve its performance. The social CRM will help the company to increase the customer engagement into a two-way communication process instead of having a passive audience where the customers can actively participate in The Brand's story and, as a result, improve their value for the brand.

Some of the approaches that a company should use to ensure a successful social CRM strategy include making sure that they establish a good platform that is used in conducting CRM. Selecting a comprehensive social media management platform rich in listening, monitoring and engaging the customers effectively is essential (Chatterjee et al., 2020). Secondly, it is vital to ensure the right resources to avoid the team's frustration regarding enhancing performance. The company should also identify and engage with the social influencers who are supposed to increase the social media use for the customers and perform thick Analytics to identify those driving the conversation about the brand. The last process is ensuring loyal customers are rewarded for helping retain and attract more customers to the brand.

The company can face challenges such as high cost and time in implementing the social CRM. It requires proper planning and Efficiency to ensure that the CRM works according to the business's expectations. As a result, it is essential to use the necessary resources to achieve the desired goals. The second challenge could be adopting the wrong type of CRM software, which means that the company experienced difficulties in achieving its goals. The wrong type of CRM software increases the costs while at the same time delivering little or no benefits.

References

Chatterjee, S., Chaudhuri, R., Vrontis, D., Thrassou, A., Ghosh, S. K., & Chaudhuri, S. (2020). Social customer relationship management factors and business benefits. International Journal of Organizational Analysis. https://www.emerald.com/insight/content/doi/10.1108/IJOA-11-2019-1933/full/html

Oluwajana, D., Adeshola, I., & Olowu, G. (2021). Do the customer relationship benefits influence expectation of continuity? Adoption of social customer relationship management to promote eco‐friendly products. Journal of Public Affairs, e2701. https://onlinelibrary.wiley.com/doi/abs/10.1002/pa.2701