Learning from social contact moments

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Social CRM in practice
conversations b2bAn example of a B2B company that actively applies social CRM in practice is software supplier AFAS, which works with our system. In 2010, several employees of the company experimented with the possibilities of Twitter for the first time. One of them came up with the idea of ​​creating a corporate Twitter account. Now, more than three years later, the software supplier has a 6-person webcare team, more than 4,000 followers on Twitter , more than 750 'likes' on Facebook and more than 1,400 followers on LinkedIn .

“Customers increasingly need to give and receive feedback and contact via social media. We see this reflected in a constant increase in the number of questions that we receive via Twitter, for example,” says marketing manager Martijn Delahaye. Until last year, Tweetdeck was sufficient, but due to the increased social activities of customers, that was no longer sufficient. A social CRM offered the solution.

In the past two months, the software supplier has processed over 6,500 online mentions. The webcare team responded to almost 300 of these and entered into a conversation with customers and prospects. This amounts to an average of four 'social' contact moments per day. These contact moments arise from, for example, LinkedIn discussions within groups where potential customers ask about experiences with AFAS software or where users ask questions about the software. The social interaction that the software supplier seeks in these types of cases has already led to a concrete appointment with a prospect or an adjustment to the product based on feedback from users on several occasions.

In preparation for a customer visit, AFAS consultants review the online customer file to find out what is going on with this customer. By using social CRM, they can now see, among other things, whether and where the customer has been active on social media. For example, consultants can see that a customer has recently asked several questions via Twitter and LinkedIn about a functionality within the software or that the customer has sent many tweets about a certain subject. The consultant portugal phone data can proactively respond to this in the conversation and is thus even better able to provide customized advice.

Plan of approach
It is important to have a solid plan of action, AFAS discovered. You need to have a clear idea of ​​what you are starting and what your goal is. “Moreover, whether you use social CRM to help customers or to get in touch with prospects, it is important that there is sufficient capacity to adequately follow up on these contacts,” says Delahaye. It is also important that clear agreements are made: how do you deal with incoming questions? Who responds to which question or comment? Who is responsible for following up on leads? When this is clear, workflows can be set up to follow up on social contacts. This ensures that your company actually reaps the benefits of social CRM.