Il futuro del CRM è social

Il costumer relationship management (CRM) consiste in mettere in atto strategie finalizzate alla gestione dei rapporti con i futuri clienti e quelli già esistenti. L’azienda che sa fare un uso sapiente del CRM è in grado di ottimizzare i suoi canali di vendita e di conseguenza aumentare la produttività; inoltre il social CRM permette di creare rapporti più soddisfacenti con i clienti e rendere più solida la loro fidelizzazione.

Grazie al CRM un’impresa di qualsiasi grandezza può visualizzare in un solo istante tutti gli scambi avvenuti con il cliente, sapere qual è lo stato attuale degli ordini, le transazioni avvenute e quelle in sospeso.
Con l’avvento dei social network le aziende hanno una nuova realtà in cui utilizzare le strategie di CRM, in quanto le interazioni con i clienti che avvengono sulle piattaforme dei social forniscono nuovi dati sulla clientela stessa, qual è la loro opinione sull’azienda, le condivisioni in tempo reale di contenuti online, i “Mi piace” lasciati sulla pagina online.

Utilizzare gli strumenti di CRM nel modo corretto produce molti benefici.
Tramite il CRM si possono trovare e incanalare nuovi clienti e rafforzare e fidelizzare il rapporto con i clienti già esistenti. E l’avvento dei social network dimostra come le aziende ora abbiano sempre più canali per interagire con i clienti e costruire rapporti duraturi con essi.
Inoltre, l’interazione costante con i clienti sui social media permette oggi di affrontare i problemi dei clienti in maniera corretta e più tempestiva. I clienti hanno una finestra di dialogo aperta 24 ore su 24 sui social network e le aziende devono essere preparate ad accogliere qualsiasi richiesta di aiuto a risolvere un problema, spiegazione o dubbi riguardanti il proprio prodotto in tempo reale, dato che essere tempestivi ed efficienti nelle risposte influisce molto sull’opinione e percezione dei clienti sull’azienda stessa.

Per esempio, un’azienda può creare una fan page su Facebook per creare una finestra di dialogo e promozione per il proprio prodotto. Le persone in rete e i propri clienti arrivano sulla pagina e lasciano il proprio “like”, dando inizio a un vero canale di comunicazione, marketing e networking.
L’azienda è in grado di fornire in tempi brevi informazioni di grande interesse per i suoi utenti riguardo ai propri prodotti.
I clienti stessi dell’azienda iniziano conversazioni tra di loro sui servizi o sui prodotti di un’impresa, la quale ora ha un efficace strumento per raccogliere dati di marketing in tempo reale e feedback sui risultati che le strategie messe in atto nel presente stanno ottenendo.
Nel caso i feedback fossero negativi, le imprese possono rispondere in maniera tempestiva a queste crisi e trasformare un evento negativo in un incentivo per migliorare la propria reputazione e aumentare la fiducia della propria utenza.
Oltre a essere uno strumento di dialogo e confronto, i social network sono anche un mezzo per raccogliere spunti e nuove idee da parte dei clienti verso possibili nuovi progetti e prodotti futuri dell’azienda.
Il CRM applicato ai social punta a una gestione dei rapporti con i clienti su più piani e attraverso tutte le fasi , dalla vendita al customer service, allo sviluppo di nuovi prodotti. Le aziende in grado di implementare nel modo migliore il social CRM sarà in grado di ottimizzare nella maniera migliore possibile la customer experience.

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