Companies need to embrace the social part of CRM

Companies are still struggling to embrace the social aspect of customer relationship management, writes Mikes Lewis for Business 2 Community.

Companies are still struggling to embrace the social aspect of customer relationship management, writes Mikes Lewis for Business 2 Community. Most companies have moved beyond the phase of simple recognition in which they noticed that social customers exist and expect to engage with companies on their websites and social media, he writes.

However, there are brands that may not have realized that their CRM strategies cannot exist without being tied to the social piece, according to Tech News World.

When companies use social media to communicate with customers, they can engage with them and then move to the next level - customer advocacy, Lewis explains. When businesses develop these relationships with customers, they can measure customer satisfaction and loyalty and also have more understanding and influence over customers' desire to spread the word about companies to other people.

One of the important elements to CRMs is an integrated approach. Across a company, all departments need to understand how to provide customer service, according to 1 to 1 Media. In fact, a study found that 63 percent of businesses found that integrated CRM data yielded better accuracy and consistency for customer information and 41 percent were able to achieve a more complete perspective of their customers, the source reports.