Monday, April 16, 2012
Speaking on the Small Business Advocate radio show, business technology expert Raymon Ray recently highlighted the ways in which an organization can use social CRM not just for marketing, but also to improve the quality of its customer support, Business Insider reports.
As Ray explained, by using social CRM, a company can learn a significant amount about its customers without relying on surveys or interacting with consumers directly. By making use of social media platforms that encourage discussion, such as Facebook and Twitter, and implementing social CRM software and practices, companies can learn how particular clients feel toward the company and its products and services.
This information can be pooled together in a database and made available to customer support staff. As a result, contact center agents will have a much clearer idea of the best means of responding to that client's call or email, and can provide better overall support.
High quality customer care can play a major role in determining a company's success. Last year, WaterRemarks looked at the stock performance of companies with high-rated customer service. It found that these companies outperformed the general stock market by 23 percent.