Customer relationship management systems, or CRM systems, are essential for companies that want to maximize profitability and ensure continual growth. In the beginning, CRM software was designed to streamline the customer relationship process. The best software allowed companies to follow up on leads, stay in touch with existing customers and handle a multitude of customer service processes with ease.
Today’s most popular CRM systems continue to do all of those things, but they have improved upon them as well. With the rise of social networks like Facebook and Twitter, integrating social media into a CRM system is the next logical step.
Social CRM
Whether they exist in the cloud or onsite, CRM systems streamline the process of maximizing the potential of existing customers and reaching out to new ones. CRM systems debuted well before Facebook and Twitter exploded in popularity. It’s clear that social media is here to stay, so it makes sense to somehow integrate social networking with customer relationship management.
Companies that are able to do so successfully are reaping all kinds of exciting rewards. Some CRM systems have been slow to integrate social CRM, but that’s not the case with SugarCRM, which is a leading online and cloud-based CRM system.
Maximizing the Potential of Social Media
Today’s most successful companies are embracing the potential of social media. They are active on sites like Twitter, Facebook and LinkedIn. Being active on such sites isn’t enough though. At the same time, trying to transfer what is learned through social media activity to a separate CRM system is difficult.
Many CRM systems have attempted to harness the power of social media, but many of them have missed the mark. Those that manage to do so capably are the ones that integrate social media activity directly into the CRM interface.
Staying in Touch with Existing Customers
There is no question about the power of social media. By creating and maintaining an active presence on Facebook, Twitter and other popular sites, a company can stay in touch with its existing customers and secure additional business in the future. Well-designed CRM systems make it easy to do so. SugarCRM, for example, makes it easy for a company to leverage social media information to stay in touch with customers.
This CRM system also allows a company to use social media internally. Through LinkedIn, for example, it makes it easier for a business to make important new contacts.
Reaching Out to Prospects
Lead generation is a crucial component of customer relationship management. CRM systems strive to streamline the lead generation process. By bringing social media information into the fold, a business can cast a much wider net. Companies that are currently looking for CRM systems should keep social CRM in mind. Sites like Facebook and Twitter aren’t going away.
Millions of people use those sites on a daily basis. Without successfully leveraging social media information, a company will miss out on many exciting opportunities. Social media is more than just a trend; it’s here to stay.
