The Benefits of a Social CRM

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January 22, 2019

social CRM

In the technologically advanced, interconnected world of 21st century advertising, nothing is more crucial for marketers than meeting their audience where they are. This is easier said than done considering the sheer amount of channels and touchpoints out there. Modern audiences are ever on the run, accessing information from their handheld devices, checking email, and surfing the web.

Then there’s social media to consider.

Billions of people across the globe use one or more social media platforms. Therefore, it’s imperative for businesses to have a strong social media game, and the statistics only reinforce this notion. Consider that 71% of consumers who have a good experience with a brand on social media are likely to recommend it to others. Following this logic, it only makes sense for businesses to integrate their customer relationship management strategies with social media. This is the very essence of social CRM, and it has a number of benefits.

A boost in productivity

Consider that a majority of consumers are using a social-media platform for their shopping activities. Social CRM can reveal deep insights into the demographics of leads and customers by analyzing this data. A good social CRM tool can take this social media data and input it into already existing customer models, thus helping sales teams better identify those leads that are most likely to convert to customers.

Process transparency

Every sales rep and marketer knows how valuable it is to have deep insight into customer and sales processes. By centralizing your CRM around social media you can better manage lead and customer interaction in order to achieve this insight. Moreover, doing so will allow you to maintain consistency in your voice and branded message, thus boosting efficiency.

Internal synergy

In any business in this digital age, it’s easy for the various departments to become fragmented as they focus on their own marketing initiatives and sales strategies. It all boils down to a lack of communication, which creates departmental silos leading to inefficiency and wasted time, money, and effort. The technology of social CRM can be combine via PieSync to take a sledgehammer to the walls around departments—from marketing to sales to IT—as it allows teams to view real-time updates to customer records and all of it accessible from any device, even if your various departments are scattered across the globe.

Deeper insight, competitive advantage

In the old days, marketing was a one-way conversation. Advertisements were broadcast or published and there was very little communication, if any, between brands and customers. And other than market-research tools like surveys and focus groups, there were precious few ways to gauge what a customer truly thought about a brand. Social media has been the catalyst to open up the floodgates of communication by affording marketers deeper insight into prospect and customer behavior.

Whereas before it was difficult to tell exactly why and how a customer might be frustrated or ambivalent towards a product or service, now social CRM gives marketers profound insight into factors like sentiment as well as share of voice. And make no mistake, being able to accurately gauge your position in the marketplace will give you an edge of your competitors, and you’ll achieve this by focusing on the proper metrics to glean these deeper insights.

Better R&D

Being able to get real-time feedback and deep insights into customer sentiments goes beyond simply gaining a competitive advantage in the short term. There’s a long game here too. A social CRM tool will provide data regarding what services or features, specifically the ones your customers are unhappy with. It will tell you what issues or problems your customers are having, and if this information is used correctly, it can be a veritable road map for your research and development initiatives. It means less guesswork and therefore less money wasted on updating or adding features that aren’t the root cause of customer dissatisfaction or confusion in the first place.

Increased ROI

Finally, a strong return on investment is the holy grail for any business. Social CRM not only utilizes technology to extract data from multiple signals, but it takes a holistic approach to placing this information in the proper context. Social CRM connects all social data signals, from online comments and shares to retweets, video views, online surveys, demo downloads, and more. Taken together, all this information will tell you with pinpoint accuracy how effective your individual marketing campaigns are at reaching your target audience.


In the end, integrating your CRM with social media offers overarching benefits. It allows companies to better engage with customers, it improves customer service by allowing companies to solve customers’ problems in real time, and it gives sales reps valuable social media behavioral data to better qualify leads. It’s for these reasons that every business should invest in social CRM.

About Ryan Gould

Ryan Gould is Vice President of Strategy and Marketing Service at Elevation Marketing. From legacy Fortune 100 institutions to inventive start-ups, Ryan brings extensive experience with a wide range of B2B clients. He skillfully architects and manages the delivery of integrated marketing programs, and believes strongly in strategy, not just tactics, that effectively aligns sales and marketing teams within organizations.