In the omnichannel loop, social media forms an extremely critical part. Why? Because that is where your customers are spending most of their time. Research shows that the number of users is set to hit 2.77Bn in 2019. Thanks to smart phones and easily affordable data plans, you can be sure that your customer is lingering around on either Facebook, Instagram, Snapchat or any other social networking sites, ready to engage and be mesmerised.

If you do not have a full blown strategy to make most of this opportunity, you are losing out big time.

A Facebook page, an Instagram account, and a Youtube channel alone doesn’t mean you are exercising Social CRM. Social CRM is more than just using social media to update your customers and fans on promotions, new arrivals, sales etc. and creating conversations on your social pages. It also means using data collected on the various social media pages to power your engagement online and offline, and vice-versa.

So I present to you 4 commandments that you should follow to get your Social CRM and in effect, Omnichannel CRM right.

1) Thou shall maintain a single database

To get your social CRM rolling, you need to understand your customers. A 360° view of your consumers across channels would ensure a seamless cross-channel engagement with each of them. This also means having your backend systems seamlessly connected so that data for each customers across channels is not duplicated and flows smoothly to get stored under a single customer ID. Apart from storing data, this will also feed data to all the channels from a single source.

What this means for Social CRM: No more shuffling of data to engage with your customers. Run your campaigns right from your campaign manager platform by simply filtering out the customers you want to target. Post execution, all customer responses will also be fed back into the same data, ready for further action to be taken at any channel.

2) Thou shall maintain a single campaign platform

In continuation to my previous point about centralised systems, executing a continuing customer journey from separate platforms – one for SMS, one for email and a third for social media – is bound to leave gaps through which your loyal customers and memorable customer journeys will slip out. Brands need to set up a single campaign manager platform that will can be used to design, set up, execute and monitor campaigns consistently and efficiently.

What this means for Social CRM: Facebook Ads, Google Ads, Push Notifications, Email, SMS – Execute and Manage all of them using a single tool. No more delays, working with multiple vendors and teams to get your campaigns up and running. Make use of the power of technology to propel memorable customer experiences online.

3) Thou shall enable a single, seamless customer journey

It all boils down to this- building automated customer journeys across channels in response to individual actions and preferences. There are many campaign platforms that allow easy, simple ways to build an entire, end-to-end customer course with a mix of channels, messaging, and offers.

What this means for Social CRM: Personalised rewards can be given at any channel and used at any channel. For example, your top spending, high value customers who get personalised coupons for a positive action on social media, will have this reward tagged to their account no matter which channel they chose to interact with you next. The lesser actions the customers need to take to get rewarded, the higher brownie points you are getting.

4) Thou shall maintain a single source of reporting

And it all boils down to this – what are your returns. A single source of reporting is required to map your customer’s journey from the channel where he/she first saw the promotional message to where the purchase was made. While executing an omnichannel campaign, having an omnichannel reporting tool becomes key for mapping KPIs and successes.

What this means for Social CRM: Map how many customer who saw the offer on your social media behaved once the message is out. Did they click on it, did they share it, where did they use it (offline store or ecommerce store), and how much returns did you get from all the promotions and from which channel. Knowing exactly how customers are responding to your social media campaigns will not only help improve the performance of these in future, but also help understand your customer behavior better.

And don’t just take this form me. Bata, the leaders in the footwear industry, wanted to find a way to reach their customers across all channels, they faced challenges with channel management, data shuffling and closed-loop reporting. By following the 4 commandments of closing the engagement loop, they overcame these challenges and ended up getting 34% higher hit rates from their campaigns, at half the cost!

In a nutshell, build a process that will unite all your existing channels and systems so that you can truly design, manage and monitor your customer’s engagement with your brand. This way, all loop holes can be identified and rectified in advance, and you can make all your social campaigns, a winning campaign!

Tools such as Capillary Campaign Manager can help you do just that. Watch below video to see how


Azmeen Ansar
Marketing Manager, SEA at Capillary Technologies, Azmeen handles lead generation, content marketing and PR for the entire SEA region. She has also had extensive experience in helping brands such as Tunglok Group, Pizza Hut and KFC get consumer ready by implementing tech forward consumer experience and consumer relationship initiatives.