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David Myron, CRM Magazine Companies of all sizes are able to benefit from social media. If your organization isn't, then it's probably because of one or more of these 10 mistakes. Learn the from unfortunate stories that have appeared in the pages of CRM magazine, or run the risk of becoming one of them.
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Top 10 Reasons Your Social CRM Efforts Are Failing
David Myron, Editorial Director – CRM magazine
The Challenge: High SCRM Failure Rate
Companies are flocking to social media because: Customers and prospects Promote and protect their brand Low cost and easy to get started
But 50% of companies are failing at SCRM (Gartner) Many still stuck in experimentation stage
What’s at Stake?
Time
Brand Reputation
Customer Satisfaction
Revenue
SCRM Tech Investments
Why are Companies Failing?
1. Wrong Culture
2. No Compliance Policy
3. No Established Purpose/Goals
4. Lack of Managerial Support
5. Insufficient Staffing
6. Unwilling to Listen to Customers
7. Can’t Effectively Respond
8. Poor Internal Communication
9. No Plan for Influencers/Advocates
10. No Progress Reports
1. Wrong Organizational Culture
2. No Compliance Policy
• Collaborate with marketing, IT, and legal.
• Establish rules of engagement for consistently representing your brand in a professional manner.
• Share with staff.• Enforce adherence.
3. No Established Purpose/Goals
•Improve sales leads•Support a community•Garner feedback •Send product alerts
You can’t measure success without defining it
first.
•Promote your brand•Protect your brand•Build relationships•Provide customer support
4. Lack of Managerial Support
Once the business case has been identified: – Allocate proper resources– Invest in employees
• New hires• Training• Promotions
– Communicate plans and successes
5. Insufficient Staffing
• Build a dedicated social media team.
• ID skillsets needed.• Find out who has them.• Hire the right people.• Train employees.• Compensate fairly.
6. Unwilling to Listen to Customers
• Customers will talk about you, whether you like it or not
• Don’t avoid the conversations
• Listen/respond• Don’t control, influence • Bad comments will come
– Don’t have a knee-jerk reaction, but be ready to respond quickly.
7. Can’t Effectively Respond to Customers
• Enable valuable ideas to float to the top.
• Be willing to replace, repair, and change your products/services.
• Communicate plans to customers.
Example:
8. Poor Internal Communication
Don’t only listen for bad comments.
Knowing and sharing what customers LOVE about your brand will aid:
•Employee morale•Product development•Efforts against viral attacks•Sales, marketing, support resource allocation
9. No Plan for Influencers/Advocates
Reward most valuable with:•Product plans•Test samples•Ability to provide feedback
Be mindful of those who want discounts/freebies.•They’re motivated by money, not a love for your product or company.•They can easily be bought.
10. No Progress Reports
• Continually measure results.
• Conduct a gap analysis.• Make adjustments.• Continue to track results.
In Summary:
1. Fix Your Culture
2. Create a Compliance Policy
3. Establish Purpose/Goals/A Business Case
4. Get Managerial Support
5. Hire, Promote, Train, and Compensate Employees
6. Listen to Customers
7. Effectively Respond to Customers
8. Communicate Successes Internally
9. Engage Influencers/Advocates
10. Measure Results
If you want to know more…
Visit www.destinationCRM.com and subscribe to CRM magazine.
Attend the Customer Solutions Expo (featuring CRM Evolution, Customer Service Experience, and SpeechTEK conferences) at the New York Marriott Marquis (August 19-21).
Twitter: @CRM
