Tiểu luận kết thúc học phần môn Quản trị quan hệ khách hàng với đề tài "Social CRM"

lOMoARcPSD| 36782889 TABLE OF CONTENTS
I. REASONS FOR CHOOSE SOCIAL CRM TRENDS AS RESEARCH TOPIC ............................. 0
II. THEORETICAL BASIS ....................................................................................................................... 1
2.1 Concepts of CRM: ............................................................................................................................ 1
2.2 A brief overview of Social CRM trends .......................................................................................... 1
2.2.1 Define ......................................................................................................................................... 1
2.2.2 The difference between Social CRM and traditional CRM ................................................... 1
III. CRM THE FORMATION OF THE TREND: CRM INTEGRATING SOCIAL
NETWORKS33.1 Why do businesses need Social CRM? ................................................................. 2
3.2 Environmental factors on a global scale are driving the trend of Social CRM to develop ........ 2
3.2.1 The development and usage of Social networks ................................................................... 2
3.2.2 Expectations and reviews from customers are always diverse ............................................ 3
3.2.3 The desire to hear from customers is always very strong .................................................... 4
3.2.4 Customers interact and engage with brands on Social networks ........................................ 4
IV. ACTIONS OF VIETNAMESE BUSINESSES AGAINST OF SOCIAL CRM TRENDS ............ 5
4.1 The position of Social CRM for Vietnamese businesses ............................................................... 5
4.2 Conditions for the Social CRM trend to be developed and popularized in Vietnam ........... 6
4.3 What Vietnam businesses should prepare and utilize for Social CRM trend ........................ 7
V. CONCLUSION ..................................................................................................................................... 9
DOCUMENTATION ................................................................................................................................. 9 I.
REASONS FOR CHOOSE SOCIAL CRM TRENDS AS RESEARCH TOPIC
With over 3 billion active users, a Social network is a platform on which consumers spend
time every day, talking to each other about their likes and dislikes and making them curious
or even useless. They come across brands that later become loyal customers. Every line of
business, from SMEs to large enterprises, needs a Social media strategy to expand their
reach, increase brand exposure, generate leads, and engage customers. current products with quality content. 0 ) lOMoARcPSD| 36782889 II. THEORETICAL BASIS II.1 Concepts of CRM: -
Customer relationship management (CRM) is a technology for managing all your
company’s relationships and interactions with customers and potential customers. The goal
is simple: Improve business relationships to grow your business. A CRM system helps
companies stay connected to customers, streamline processes, and improve profitability. -
When people talk about CRM, they are usually referring to a CRM system, a tool
that helps with contact management, sales management, agent productivity, and more.
CRM tools can now be used to manage customer relationships across the entire customer
lifecycle, spanning marketing, sales, digital commerce, and customer service interactions.
II.2 A brief overview of Social CRM trends 2.2.1 Define
A Social CRM is your Customer Relationship Management software integrating with
Social media channels, allowing your teams to leverage Social information to understand
and engage customers, gain market insights, and provide better customer service.
2.2.2 The difference between Social CRM and traditional CRM -
Social CRM and traditional CRM are related. Specifically, Social CRM was
developed from the traditional CRM, both for the purpose of establishing and managing
customer relationships. However, Social CRM has many more unique and preeminent
features. Social CRM is a customer relationship management system on Social networking
sites based on the process of collecting customer data, analyzing and giving appropriate
and effective marketing strategies. Social CRM emphasizes more on the initiative of the
business/brand in understanding and listening to customer feedback. From there, support
customers effectively and quickly, minimizing customer complaints. With Social, the role
of customers is emphasized more than ever, forming the strength of the community.
Customers can actively choose products as well as choose interaction channels and time to
inquire about products/services. 1 ) lOMoARcPSD| 36782889 -
CRM and Social CRM are both summarized in the following steps: listen understand
- interact - convert. However, Social CRM is superior when it comes to allowing customers
- business owners to approach and interact with each other more comprehensively and
multi-channel. Instead of customer care/support via email, hotline, with Social CRM, you
can actively interact with customers through Social applications. -
Moreover, comparing Social CRM with CRM, Social is superior thanks to smart
features that allow users to quickly access, edit and statistics. All customer data is
absolutely confidential, avoiding the loss or loss of data into the hands of competitors.
Whenever needed, managers can easily access the customer management system. This simplifies management.
III. CRM THE FORMATION OF THE TREND: CRM INTEGRATING SOCIAL NETWORKS
3.1 Why do businesses need Social CRM?
Social CRM makes it possible for a business to communicate with customers using the
channel of their choice - whether by phone, text, chat, email or Social media (e.g. Facebook
or Twitter). Off the back of these interactions, a Social CRM system helps businesses
gather richer, actionable insight about customer sentiment on their company, their brand,
and specific products or services.
The best CRM systems are able to take this dynamic customer profile and put it to good
use by disseminating that information across different teams, including customer service, marketing and sales. 3.2
Environmental factors on a global scale are driving the trend of Social CRM to develop
3.2.1 The development and usage of Social networks.
Nowadays, anyone with just a smartphone, a tablet or a personal computer with an internet
connection can participate in MXH. With rich content and easy use, Social networks bring
a lot of benefits to users. A new generation of customers has been born, and the word 2 ) lOMoARcPSD| 36782889
"Social network" has now become an adjective expressing the distinctive and distinctive
character of this new generation.
Through the fact that Social networks show the characteristics of each individual through
Social networks, most of them reveal all aspects of themselves: personal information, each
emotion, state, attitude towards each object. The image is expressed through many actions.
In terms of the benefits of businesses: this is a diverse market with many opportunities.
Businesses can collect, classify, statistics, and evaluate customer satisfaction. Through
detailed online feedback from customers, businesses will have appropriate solutions in a
timely manner. If the customer's attitude is positive, it will help spread the reputation of the business
3.2.2 Expectations and reviews from customers are always diverse
Customers often establish a certain expectation when using any service. Customer
expectations can be created based on a variety of factors, be it from past experience, from
advertising or through referrals from friends. Customers tend to compare actual perceptions
with what they have expected. Consumers expect to be able to move easily between
communication channels and for businesses to respond promptly and personally to any of
them. If the business can understand the expectations from customers and respond to them
reasonably and quickly, it will attract a good impression with customers.
This is especially important as customers increasingly view Social media as the easiest way
to issue service queries. With a Social CRM, when a customer chooses to contact a business
via a Social channel, that interaction can be tracked and managed in the same detail as a
traditional CRM system can track an inquiry over the phone or email.
Businesses can act faster, respond better, and even anticipate upcoming customer
needs. By allowing businesses to track Social interactions with customers using the same
sophisticated tools they use for other touchpoints, companies can deliver solutions faster,
more full for customer service cases across the enterprise, making customers happier. 3 ) lOMoARcPSD| 36782889
Social interactions happen on a one-to-one basis, which means how the interaction is
addressed can directly impact brand sentiment.
3.2.3 The desire to hear from customers is always very strong
Before or now, customers want to be heard. But it is the "open" and "community" nature
of Social networks that has pushed this desire one level higher. Customers in today's digital
world are always inclined to share with everyone about their experiences, both positive and negative.
These customers don't wait until they've been able to talk directly to the company in person
and go into the details of their problems. Thanks to the increasing flexibility of mobile
devices, customers praise or anger, complain instantly when receiving service and help in real time.
A study from Convince & Convert found that nearly 83% of people who complain on
Social media appreciate a company's response afterward. Taking the initiative and finding
effective solutions even when it's not your fault can help improve your company's image
in a positive way in the eyes of your customers, even completely enough to maintain your
business. do business with unsatisfied customers next time.
3.2.4 Customers interact and engage with brands on Social networks.
Consumer Likes of posts from a brand or company's Social media accounts has
become the most common form of engagement. Likes are a free way for consumers to show
interest in a product or service. Tracking which posts generate the most likes helps
businesses understand what fans care about most. Pressing the follow button is the first step
to becoming an active member of the brand community. Each of your followers exists in
some stage of the marketing funnel, whether they're considering a first-time purchase or a loyal customer.
Track audience growth over time to understand what actions or trends are driving
people to follow your Social accounts. You can uncover insights that increase
customer engagement and satisfaction. 4 ) lOMoARcPSD| 36782889
A review strategy can make or break a business's online reputation. Consumers leave
product or service reviews as a way to interact with brands on Social media. Thoughtful
feedback can turn one-time buyers into repeat customers. Sharing organic content helps
your brand reach an audience at a low cost. There is even more ability to influence
purchasing decisions. Your tagged posts can help you turn customers into advocates.
Share posts tagged with product praise; Your service benefits the brand.
IV. ACTIONS OF VIETNAMESE BUSINESSES AGAINST OF SOCIAL CRM TRENDS. IV.1
The position of Social CRM for Vietnamese businesses
In Vietnam, the story of building relationships with customers is always the top concern of
any business that wants to survive and develop in the modern market economy. Warnings
that smart devices are gradually taking over people's lives are a testament to the power of
Social media in the digital age. Currently, in Vietnam, there are more than 36 million users
on Facebook, 42 million internet users in general, daily generating more than 30 million
discussions on all Social networking channels, forums, news... In that context, the question
for businesses is: Who are the customers from Social networks and how to please these
gods?. This has posed challenges and opportunities for Vietnamese businesses.
Many businesses, managers, communications directors,... have spent a lot of time
researching to find the answer to the above question not only because of the fear of
communication crises that could erupt from negative user feedback, but also because they
see opportunities in it to strengthen the loyalty of old customers, also such as opening up
business opportunities with new customers. In order to better control a large and complex
amount of information going on on Social networks, Vietnamese businesses have been
paying attention to the CRM method that integrates Social networks - a method that is
suitable for the needs of businesses. 5 ) lOMoARcPSD| 36782889
4.2 Conditions for the Social CRM trend to be developed and popularized in Vietnam
Status of using Social networks in Vietnam
Vietnam is a country with a fast development rate in information technology, the number
of people using the internet and Social networks is large and increasing. Vietnam is the
18th country in the world in terms of the percentage of people using the internet and is one
of the 10 countries with the highest number of Facebook and YouTube users in the world,
in which youth and teenagers account for a large proportion.
We cannot deny the great benefits that the Internet and Social networks have brought to
people. They make people's lives more modern, more developed, more intelligent, make
people come together more easily and this is also a storehouse of knowledge for mankind.
The Internet and Social networks provide a lot of information, advice and guidance for
people in general and young people in particular to easily practice necessary activities in
life….Social networks help each person in life. That has a positive impact on the economy,
especially the relationship between businesses and customers. Through Social networks,
increase customer understanding and interest by liking, sharing, expressing opinions or
visiting customers' websites. One party always wants to express and expect to receive a
response. The business side has the opportunity to listen to customer reviews.
Reduce costs suitable for financial ability of the majority of Vietnamese enterprises.
Instead, businesses have to do SEO or advertising to pull customers to their website for
customers to see products and services. With an extremely low total cost such as
insignificant electricity and water bills, employees do not need too much experience and
the ability to provide products or services from any location to customers around the world
base. Social CRM helps businesses significantly reduce operating costs. Customers just
watch and then leave without leaving any information or communicate. Therefore,
businesses have lost customers and also spent on advertising. That issue also spurred the
advent of Social CRM. Software to collect information, visits, reviews when customers 6 ) lOMoARcPSD| 36782889
visit the web. From there, businesses can filter out potential customers without spending a
lot of money on advertising, signage, or maintaining a storefront. Satisfy customer needs
Customer demand is increasing, every service needs to be faster.Customers want to contact
businesses anytime, anywhere they want to respond to every case with all the features on
the CRM platform. CRM is more than just a platform. Customers are using text messaging,
email, tablet-based browsing, and location services. And existing customers Social
networks like Facebook and Twitter are also expanding their reach.To be productive, sales
reps want to know all pricing information in real time. Being able to get a quote on the spot
while visiting a prospect is sometimes the key to closing a deal right there and then. So
businesses need to develop smart mobile applications to meet multiple requirements and
optimize user experience. For these reasons, Social CRM has been promoted in Vietnam.
4.3 What Vietnam businesses should prepare and utilize for Social CRM trend
Improve leadership management ability of leaders at all levels
Companies will avoid many difficulties and obstacles in the process of approaching Social
CRM if senior managers do not leave management and operating rights to a separate
department. Since this is a new trend, There's a lot to understand
For Social CRM to be truly effective, you don't simply buy CRM software and install it,
but you have to determine what kind of customer information you need and how to use it.
And when having a CRM system, businesses also need to rebuild the system of
mechanisms and sanctions. So that all your employees must always use Social CRM in all
jobs. To be able to apply CRM in businesses, businesses should be ready to change their
work processes (if necessary). The goal is to serve a long-term goal.
And whether these criteria are well implemented or not depends on the leader's capacity. 7 ) lOMoARcPSD| 36782889
They must clearly understand the importance of CRM, realize the superiority of Social
CRM. In order for businesses to succeed in applying Social CRM, leaders must have
enthusiasm and persistent determination for this decision. Building team cohesiveness
By always being in touch with the company through the mobile CRM, your sales teams
will feel more involved in the life of the company. This fosters employee engagement and
retention. Build a team of high-quality and effective performers. That is, each member of
the project team is a person with expertise in consulting, experience, enthusiasm and
professionalism. Each member is a very important key to influence the success or failure
of using Mobile CRM. Members will usually be responsible for the details and these
interests are often directly related to the business.When teams operate separately from each
other, it becomes a major bottleneck that hinders the growth of any organization. Real-time
customer information is not shared between teams, affecting the way customer needs are served. Start communication channel
This is a way to support Social CRM to increase interactions extremely well to increase
customer satisfaction. Before making a communication plan, the goal should be set out in
the most specific and detailed way to ensure that the following operations are always
carried out to accomplish this goal. Communication is the means of bringing your brand
closer to customers. Launching a communication channel makes it easier for customers to
reach and directly support when they encounter problems. Through, mass communication
such as: word of mouth, radio, television, internet. Images and messages bring content
about the business to a wide audience. Communication needs to be built between images
and videos in a practical and unique way. In the current era, technology 4.0 is spreading
more and more on Social networking sites at a rapid rate.
Communication is a tool to guide customer behavior. Through, the process of promoting
and transmitting information to customers contributes to building trust and brand of the 8 ) lOMoARcPSD| 36782889
business in the hearts of customers. Communication is multidimensional. Therefore, it is
also necessary to have clear identification of information to be able to respond to customers
for the purpose of optimizing information to modify and correct noisy information. V. CONCLUSION
The continuous development of Social media has shown that Social CRM will definitely
be an indispensable marketing trend of the future. Currently, Social CRM is not only used
by large enterprises but also by small and medium enterprises for the purpose of creating a
foundation for future development. Hopefully, business owners will have the right
investment strategies so that their businesses can thrive and grow revenue in the most
optimal way. According to a forecast by NewssFactor.com, in 2018, the Social CRM
related industry could reach a market of about 9 billion USD in the US. Of course, the
estimated number in the Vietnamese market will be much more modest, but the potential
for developing this system in Vietnam is undeniable. A few domestic enterprises have
begun to form tools to help businesses build their own SocialCRM system that promises to
bring many surprises to users. DOCUMENTATION
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