The Basics of Social CRM
Combining social media with your CRM seems like the goose with the golden eggs of our time. To get a better grip on this complex world of data, we invited Jeroen Van Godtsenhoven from the SAS Institute to guide us through the wide world of customer relationship management related to social media.
Special attention was paid to the following topics:
- What is the difference between operational and analytical CRM?
- How can your CRM be linked to social media analytics and conversation management?
- Practical cases from Belgium companies.
We started off with a look at some examples. The following screenshot shows how well Amazon is integrating customization into their website by counting the number of times “you” is mentioned.
Gathering basic information on your users is only one part of the CRM. The biggest effort is put into customising the messages being sent out. Where in the past you would have only a handful of different messages, these days it is possible to go into the hundreds of custom targetted promo-notifications. End goal of it all (besides sales)? More customer loyalty.
Media seems to be giving us the impression that marketeers are all slick guys in suits who are playing games in their office. But in reality the truth is far from this Mad Men myth, and more like Math Men.