Customer relationship management (CRM) in the social context involves the engagement with customers with the use of social networking sites like Facebook and Twitter. The role of this is to provide better insights into the interaction of customers with the brand and to also increase the engagement of customers with the brand. This provides the company to better serve their customers with tailored responses to inquiries or questions and with more personalized marketing strategy (Singh, 2015).
A business should go to the customer in the current age and time. So, the business should first identify where their customers are at and it’s pretty obvious that they’re on the internet and more specifically in the social media. This is why it’s increasingly important for any business to capitalize on this opportunity and formulate the right set of strategies to capitalize on it. Taking an example of Khalti since it’s initiation a year and half ago, they’ve used an effective digital strategy. They first started off with increasing the awareness of their brand with the effective use of social media (including their previous business operational pages). They used the same platform to now raise the interest in the product, this they did and still do through promotional offerings and referral bonuses. The business associated themselves with the parent company which has been able to build some reputation to build trust towards the platform for the customer all through effective digital and physical marketing. This then calls for an action, for this they promoted free tickets for some shows to partner with some events to be exclusive ticket distributor at a discounted price; all calling or encouraging people to use the platform. This just completes a cycle and they bring in new and exciting updates to keep the customer glued towards their service while also going on a loop to attract more and more customers.
Now, let’s take a look at Dell and how well the company is doing when it comes to using social media to interact with customers. Dell has its presence in almost all of the social media platform including Facebook, Twitter, Instagram, YouTube, LinkedIn, Google Plus, Pinterest and several more. Dell has a combined total of over 18 million subscribers in all these platforms. When it comes to Facebook, they have a very interesting strategy; they have a country-specific Facebook page with a team looking after each one of them. The page name would be the same for all the country along with the people liking it, however, the username would be different. If you want to access the page of Dell, it will only take you to your base country. So, for Nepal, it’ll be Nepal based page; for France, it’ll be France based page and so on. The content differs with the country and so does the website URL and other details if they have those details to go. This helps Dell push out contents in a way that matters and make an impact. A newly released laptop mightn’t be available in all the region. So, why waste the space promoting that to a mass which won’t care about it right now as they can’t make a purchase? That is what they’re covering with country-specific Facebook profile page so that they’re pushing out content that will appeal to the respective country. They’re also using this as a way to post in a country-specific language like in French for France so that people would be able to better relate to themselves and their culture to persuade them into taking an action. The company overall seems to be pretty active in all the social media with constant update and acceptable reply time to the customers.
References
Singh, A. (2015). Drive Customer Experience for Relationship Management through Actionable Social CRM. International Journal Of Customer Relationship Marketing And Management , 6 (4), 57-76.
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Customer relationship management (CRM) in the social context involves the engagement with customers with the use of social networking sites like Facebook and Twitter. The role of this is to provide better insights into the interaction of customers with the brand and to also increase the engagement of customers with the brand. This provides the company to better serve their customers with tailored responses to inquiries or questions and with more personalized marketing strategy (Singh, 2015).
A business should go to the customer in the current age and time. So, the business should first identify where their customers are at and it’s pretty obvious that they’re on the internet and more specifically in the social media. This is why it’s increasingly important for any business to capitalize on this opportunity and formulate the right set of strategies to capitalize on it. Taking an example of Khalti since it’s initiation a year and half ago, they’ve used an effective digital strategy. They first started off with increasing the awareness of their brand with the effective use of social media (including their previous business operational pages). They used the same platform to now raise the interest in the product, this they did and still do through promotional offerings and referral bonuses. The business associated themselves with the parent company which has been able to build some reputation to build trust towards the platform for the customer all through effective digital and physical marketing. This then calls for an action, for this they promoted free tickets for some shows to partner with some events to be exclusive ticket distributor at a discounted price; all calling or encouraging people to use the platform. This just completes a cycle and they bring in new and exciting updates to keep the customer glued towards their service while also going on a loop to attract more and more customers.
Now, let’s take a look at Dell and how well the company is doing when it comes to using social media to interact with customers. Dell has its presence in almost all of the social media platform including Facebook, Twitter, Instagram, YouTube, LinkedIn, Google Plus, Pinterest and several more. Dell has a combined total of over 18 million subscribers in all these platforms. When it comes to Facebook, they have a very interesting strategy; they have a country-specific Facebook page with a team looking after each one of them. The page name would be the same for all the country along with the people liking it, however, the username would be different. If you want to access the page of Dell, it will only take you to your base country. So, for Nepal, it’ll be Nepal based page; for France, it’ll be France based page and so on. The content differs with the country and so does the website URL and other details if they have those details to go. This helps Dell push out contents in a way that matters and make an impact. A newly released laptop mightn’t be available in all the region. So, why waste the space promoting that to a mass which won’t care about it right now as they can’t make a purchase? That is what they’re covering with country-specific Facebook profile page so that they’re pushing out content that will appeal to the respective country. They’re also using this as a way to post in a country-specific language like in French for France so that people would be able to better relate to themselves and their culture to persuade them into taking an action. The company overall seems to be pretty active in all the social media with constant update and acceptable reply time to the customers.
References
Singh, A. (2015). Drive Customer Experience for Relationship Management through Actionable Social CRM. International Journal Of Customer Relationship Marketing And Management , 6 (4), 57-76.