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CRM or Customer Relationship Management is fundamental for Customer Service nowadays, in its two meanings: as a model of customer-oriented management through Relationship Marketing strategies and actions and as a software that helps us to carry out these functions. Furthermore, with social networks virality, it is even more important to have an updated database, which will allow the customisation so necessary for competitive markets in order to achieve brand engagement.
It is said that every loyal customer can make through WOM that other six people follow a brand on social networks and buy its products. So it is essential to know as much information as possible from each customer, not just their personal data, but also their tastes and preferences.This is not always easy because many individuals are very jealous of their privacy and there are laws to protect personal information that we are obliged to respect. There are several types of CRM software, free and paid, the latter being the most complete and reliable. You can also create your own brand CRM by obtaining information from your followers and customers through contests and promotions so they would fill forms with the information you need. A precise observation of their tastes by Community Managers through accessible data and interaction on social networks is also really useful, but this option means a very long and laborious process and since “time is money” and there is always an opportunity cost of not using it in some alternative and more profitable action, the best choice would be using this procedure only for VIP customers or to supplement the information we have on the software we have purchased. Then it is our “savoir être” and “savoir faire” as customer-oriented Community Managers what will make the difference, without this attitude no CRM software, no matter how good and complete it is would be able to help us achieve our objectives. Human capital professionalism above all!