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The impact of recommendations on sales: Social CRM and Advocacy Programs strategies

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The impact of recommendations on sales: Social CRM and Advocacy Programs strategies

The way of consuming has changed and with it the expectations and needs of your company’s customers.
The Training Directors Email Lists and social media have changed the way we consume , inform ourselves, work, travel and enjoy our free time. One of the aspects that has been most influenced by this transformation has been the way in which people relate to each other. ,In addition to the enormous impact that the use of platforms such as chats, blogs, Facebook, Twitter, LinkedIn and WhatsApp has had on our lives, we have witnessed a revolution in the way consumers and brands interact . Until a few years ago, brands addressed a unique audience in which the individual mattered little, giving rise to a unitary receiver accessed through a one-way communication style . The explosion of social media has turned this information transmission scheme around, providing bidirectionality and horizontality to customer-brand relationships . In this way, consumers are no longer limited to receiving impacts, but they test products, give their opinion, recommend and interact with companies and produce their own content, which has led them to become prosumers .

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This new generation of consumers , in addition to being part of a community that revolves around a brand , expresses itself individually and wants to be treated in the same way. This fact forces brands to have to personalize the messages of marketing and communication campaigns so that users perceive them as a special piece and not as a common message to all audiences.THE IMPACT OF RECOMMENDATIONS ON SALES Virtually no one doubts the impact that opinions and recommendations have on purchasing decisions . It is estimated that the word of mouth (WOM) has direct influence on 13% of sales , an impressive figure considering that the paid Betting Email List makes between 20 and 30%. It is very common that, at some point in the purchase process , whether online or offline, we consult the opinions and ratings of other users, or we take into account the recommendations of friends and acquaintances. To this growing phenomenon we must add the role of influencers and key opinion leaders ( KOLs), which can greatly contribute to the dissemination of messages and advertising campaigns, as well as influencing the ideas, opinions and behaviors of their followers.

This new scenario means that the value of a customer is not determined solely by the volume of their purchases, but by variables such as the degree of participation and interaction with brands or their activity and ability to influence on social media. This context has favored brands having adopted strategies that take into account the relationship with these users, in order to detect, involve and reward them so that they generate collaboration dynamics with the rest of the community.

The Social CRM , as a strategy and methodology, and the Advocacy Programs , as the implementation of the plan with the ‘top’ users, involve a process that goes through improving the knowledge of customers, segmenting and identifying those with the most value and influence , personalize the offer and messages according to each segment, determine the ideal spaces to interact with them and, finally, develop a program aimed at the most VIP users that achieves a positive recommendation .

SOCIAL CRM AS A STRATEGY TO INCREASE CONSUMER VALUE
Paul Greenberg defines Social CRM as the “ Philosophy and business strategy, supported by a technological platform, business rules, workflow, processes and social characteristics, designed to involve the client in a collaborative conversation, with the aim of providing mutual benefit. in a business environment of trust and transparency. ”

It is a strategy and methodology that places the user at the center of the relationship and allows the integration of their transactional and behavioral information, combining in the database the history of sales, visits and behavior on the corporate website, the blog or the online store, the response to periodic e-mails and information from social networks, which provides a 360-degree view of consumers .

The correct implementation of a Social CRM strategy brings benefits throughout the customer-brand relationship cycle .

Greater customer loyalty : Customer centric strategiespromote active listening, greater knowledge of customer behavior, needs and preferences, as well as an increase in interaction and engagement, positively influencing the results of the customer’s loyalty plan. the company. They also make it possible to transfer part of the customer service to social media, which, together, makes it easier to reach the maximum loyalty stage, the recommendation .

Increased sales from existing customers : The largest and most updated knowledge of their needs, tastes and interests allows offers and campaigns customized for upselling and cross -selling . The analysis of the results of these actions favors that they can be adapted and readjusted and that they are increasingly profitable.

Improvement in attracting new customers : Thepersonalized member get member actionsachieve a positive recommendation from the most loyal customers, making users who are in stages prior to the purchase (‘Market’, ‘Potential’ or ‘Interested’ ) approach the ‘Customer’ stage and end up making their first purchase.

PHASES OF A CRM STRATEGY
Social CRM_ spaces and channels of contact with customersSocial enrichment of the database : This first phase corresponds to the collection of information from social media and its integration with the data that is already stored in the database of clients and potential clients. In order to optimize the resources allocated, it is important to previously define the fields with which we want to complement the current database, which will be connected with the marketing and business objectives. In the same way that it happens with traditional CRM, you have to work with two types of data: declared data, which is what the user himself contributes in their social profiles , and inferred data, which is deduced from their social behavior .

Segmentation and identification of the users who have the most value and capacity to influence : In this phase, the technological platform used will facilitate this task to a greater or lesser extent. One aspect to consider is the fact that there will be users who are customers and are already more or less loyal, and others who are not, so that, in addition to the segmentation by sociodemographic, psychographic or the value of purchases, They will create segments based on other variables such as the level of loyalty to the brand or the ability to influence on social media.

Customize the message and the offer based on each segment : The integration and analysis of transactional data with behavioral information provides a 360-degree view of customers , with which to offer segmented value propositions, taking into account their needs and tastes. and interests, as well as the contribution they make or can make to the achievement of marketing and business objectives. It represents going from ‘coffee for everyone’ to giving each user what they need and ‘deserve’.

Determine the ideal spaces to interact with users : This is the last step in developing the Social CRM strategy . In the first two phases, a good part of the spaces in which the brand is discussed should have been identified, since this is where current customers and part of the potential ones are. In addition to general social networks, there will be other places relevant to the strategy, such as blogs, specialized forums and portals or ad-hoc platforms (pages, apps, etc.) that can be created for this purpose. It will be important to find a balance point between developing or enhancing the presence in those channels in which consumers have a presence or would like to interact and collaborate with the company , and the viability and economic profitability.

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