Use Social CRM to Optimize Customer Experiences

3 minute read
Marisa Peacock avatar

How can companies use internal tools, like customer relationship management and performance management systems to improve the way customer service is delivered?

Creating the Universal Customer Experience

Previously, Envision shared with us ways to integrate social media into your contact center and we turned to them once again to shed light on how companies can leverage their Social CRM to advance customer service. We spoke with Rodney Kuhn, CEO at Envision to help us understand what a universal customer experience is and how companies can develop one.

Assess Customer Interactions

It’s no secret that leveraging metrics for performance management is becoming a key part of optimizing the contact center, but Mr. Kuhn says that it’s not just the contact center that needs to be involved. Companies need to assess how employees and customers are interacting, where they are interacting and what information is being gleaned from those interactions. To help facilitate this, organizations are behooved to define and construct metrics that align with the specific business goals, and then train employees accordingly to ensure that all interactions are optimized to drive performance.

Because customer interactions happen across a variety of channels, including social media, online forums and more traditional outlets like phone and email, it’s essential that companies implement a mechanism that enables these types of interactions to be tracked and evaluated.


Optimize the Customer Service

As far as customer service is concerned, Mr. Kuhn says that companies need to measure performance across several different areas including: customer lifetime value, conversion rate, revenue-per-contact, revenue-per-agent, cost-per-contact-per-channel and first-contact resolution. Collecting multiple measures can help organizations reduce operational and training costs, while improving the quality of service customers receive across channels and departments.

Learning Opportunities

All members of your internal network should be able to navigate your CRM system quickly, as sometimes just knowing the quickest way to resolve an issue can make all the difference to achieving a positive customer experience.

Enhance Community Management

After taking inventory of your employee’s interactions with customers and training them to provide value-driven customer service, managing it all should be an on-going process during which information can be effectively and efficiently conveyed to others. Kuhn recommends capturing insights from customer interactions and presenting it in a personalized format through a custom dashboard can save time and money, and enable supervisors to address the specific needs of each department.

Community managers should act as a liaison between customers and employees. As such, they should work to pinpoint important issues, trends and community influences, as well as identify areas of opportunities for improvement with team members whose practices might be hurting customer satisfaction.

Consistent, Real-Time Information is Key to Customer Service

Overall, your social customer relationship and performance management systems are only as good as the information provided. Additionally, employees need to view the CRM as a home base for real-time updates and customer information.