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Why Social CRM is Your Customer Journey X-Factor

Marketing

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New social channels are introduced everyday and we have a finite marketing budget. The last thing that brands want to do is waste money and annoy their customers — so how do we prioritize and make the right decisions?

Experts from Facebook, Blue State Digital, and LLoyds Banking Group sat down at Social Media Week London this week to discuss the importance of customer relationship management (CRM) in order to help unlock mysteries surrounding customer behavior and activity.

Here are three reasons why social CRM Is your customer journey X-Factor. To watch the entire talk, plus access more than 100 hours of other SMW events and presentations, sign up for SMW Insider.

1. Deliver the right message at the right time to the right customer

Content that has meaningful purpose is the holy grail for consumers. Russell Pert, Facebook’s Business Partner Lead for Retail Banking, mentions CRM social mail power as an example. “We know when people are abroad, and worked through what would be a more efficient way to speak to our customers at a time that is relevant for them.”

Who is your customer and what do they need most at that specific time?

Knowing this allows you to email certain offers during times when the customer is more likely to use it. “You’re positioning the brand towards helping that consumer have a positive experience,” explains Pert.

2. Use it to inform your creative

Your content should demonstrate your services in a way that is most appealing to the customer. Shailen Joshi, Head of Digital Marketing Communications at Lloyds Banking Group mentions the importance of using social to efficiently test what type of content best engages your audience.

Ask yourself — is this interesting to the customer? How do we build on that? Use these observations to help inform your creative.

3. Keep your customers engaged

Getting to know your customer is important. “Social listening helps you find out what your customers say when they’re talking about your brand and who else on social are they following,” says Peter Fontana, Executive Director of Insights at Blue State Digital.

Once you know your customers, you know their interests and their behaviors. Through this insight, you can use it to know what kind of content your customers would and would not engage with.

By honing in on the insights acquired by social CRM, your brand can become highly relevant to your consumer.

Sign up for SMW Insider, our premium video platform that provides you with access to the latest trends, insights and best practices from leading experts, brands, agencies, publishers, and platforms.




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