UQWO – Social CRM , Build Loyalty on Social Media , Experience and interaction are key factors to maintain customer loyalty. Social CRM is an innovative solution to support a more effective customer engagement process.

In this digital era, business competition is increasingly dynamic. With wider access to information, customers are more selective and critical in making purchasing decisions. While customer loyalty used to be based on the quality of the product or service, it is now also influenced by the quality of the interaction and experience they feel.

In this case, a marketing strategy integrated with Social Customer Relationship Management (Social CRM) emerges as a solution to build and maintain relationships with customers. Social CRM is a strategy to manage interactions with customers by utilising social Media. This concept extends the idea of CRM by adding a social media dimension to it.

Unlike traditional CRM, Social CRM is more customer initiated or inbound in nature. So, it is the customer who usually initiates the conversation. Then, conversations also occur not only between customers and companies, but also between customers and each other.

Social CRM is used by companies for many functions. Firstly, listening to the voice of the customer. Usually, companies use it to conduct research and get feedback from customers. Second, to involve themselves in the conversation. So, not only listening to the conversations happening on social media, but also engaging in those conversations.

Third, to manage complaints from customers. Often, companies have their own accounts on social media aimed at finding complaints against the company, and providing responses or solutions to these obstacles.

By utilising Social CRM, businesses can better understand customer needs and wants. As a result, customer loyalty will increase and ultimately, this will impact sales.

In a survey conducted by The Harris Poll in 2023 entitled “The 2023 State of Social Media: AI & Data Take Centre Stage”, business leaders realised the significant impact of social media data and insights on their key business objectives. The results of the survey state that as many as 94% of respondents see that insights from social media greatly contribute to strengthening brand reputation and loyalty.

Furthermore, 92% felt that the information sharpened their competitive position. Meanwhile, 91% of respondents felt that the insights helped them understand their customers better.

Meanwhile, 89% of respondents see the potential of social media insights in predicting future trends. Then, 76% of them believe that the information drives business progress even with a lower budget.

The survey results show that in today’s digital era, social media has become a crucial instrument for businesses to increase customer engagement and loyalty. Leveraging data and insights from social media is no longer an option, but a necessity to optimise business strategies and ensure sustainable growth.

However, with the sheer volume of data generated by social media, businesses need to leverage technology to analyse data and insights from social media efficiently and accurately. This is where artificial intelligence (AI) and machine learning (ML) come in.

Still from the same source, business leaders also realise that these AI and ML technologies allow companies to analyse data from social media more efficiently. For example, 49% of business leaders see segmentation based on consumer behaviour to identify and target specific customer segments as one of the most efficient technologies.

Meanwhile, 44% of respondents think that content recommendation engines are an efficient technology to personalise content to increase engagement. Then, 45% considered that predictive analytics can help in forecasting future customer behaviour. Meanwhile, 43% acknowledged the advantages of image recognition in helping to identify and analyse visual content more efficiently.

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Furthermore, 45% saw the efficiency of Dynamic Pricing to optimise prices based on real-time data and demand. Then, 41% see Natural Language Processing technology can improve customer interactions through chatbots more efficiently. In addition, 44% of business leaders see sentiment analysis as an efficient way to understand customer feedback and respond to issues in real-time.

Finally, 40% agree that voice-based search optimisation is an efficient way to improve search rankings and customer experience efficiently. Overall, the survey states that 97% of business leaders agree that AI and ML enable companies to analyse social media data and insights more efficiently.

In conclusion, Social CRM has changed the way businesses interact with customers in the digital age. Integrating engagement marketing with Social CRM, businesses can have the opportunity to build deeper relationships with customers and increase their loyalty. Building such relationships requires a customer-centric approach supported by the right technology.

Get Closer to Customers

As part of the national banking sector, PT Bank Central Asia Tbk (BCA) strives to remain relevant and provide solutions to customers’ diverse needs. With the growing number of internet users, BCA’s interaction with customers on social media continues to increase every year,

Recognising the potential of social media to reach out and learn about customer needs, the company has adopted a Social CRM strategy. One of them is by using a social media listening tool. This tool is used to capture social media conversations about BCA, whether from users who interact directly with BCA’s social media, or social media users as a whole.

Erna Noviani, Senior Vice President of PT Bank Central Asia Tbk. (BCA) said that the social media listening tool is used by the company to listen to customer needs or complaints. The data obtained by the company is processed into insights for service improvement or converting the company’s products and services to suit customer needs.

“We also use this tool to monitor criticism or feedback from customers. To avoid mistakes in handling criticism and data gaps, we integrate social media user data with our CRM. This allows us to serve customers through various channels in one integrated platform,” said Erna.

For example, if a customer encounters an issue related to BCA’s services, the company will be able to respond efficiently and not repeat the same question, even if the communication is done through two different channels. According to Erna, this integration and the company’s understanding of customers’ needs is key to increasing their loyalty.

Erna added that the Social CRM approach allows BCA to innovate its products or services. In this case, the contact centre is at the forefront. The contact centre is used by the company to directly capture customer suggestions, criticisms, complaints and questions on social media.

In addition to enabling BCA to interact and handle customer complaints quickly and appropriately, the information gained from social listening also forms the basis for the company’s product or service development. Some features of BCA Mobile and MyBCA, for example, were developed based on feedback from social media.

Erna then gave tips for businesses to build engagement marketing. According to her, the key is a deep understanding of the target audience. What must be done is to identify and understand the specific needs or pain points of the audience. After that, position the product or service that the business offers as a relevant solution for them. Deliver it in a language and approach that resonates with them.

Meanwhile, in the transport industry sector, PT Angkasa Pura (AP) I as a state-owned enterprise in the field of airport services also carries out social CRM strategies to provide the best service and maintain customer loyalty. Zarra Isyana, Corporate Communication Officer of AP I said, feedback from aircraft passengers in the form of appreciation, complaints, suggestions, and input recorded in the system is processed as a reference in making standard operating procedures (SOP) services. This data is then combined online through engagement that occurs in every upload on social media.

“Stages of database collection through passenger feedback, questions, suggestions or input. through company-owned channels, including to corporate-owned social media at 15 airports managed by Angkasa Pura I,” said Zarra.

From the data recorded by the company, it is then processed into attractive promotions and activations for customers. This includes promoting international events that take place in various regions reached by Angkasa Pura I.

The company measures success indicators in two ways, namely offline and online. For offline success measurement, it is determined based on how quickly complaints can be handled by officers in the field. The faster the complaint is handled, the better the level of success.

Meanwhile, online measurement is done by considering the engagement rate on social media. The more engagement and positive impressions on social media, the more successful the product management process carried out by the company.

“Our target is for all services to be as seamless as possible with a good response time. However, so far we have always achieved a target of above 98% speed of customer service provided, which is an indicator of its success,” said Zarra.

“We also conduct specialised training for analysts so that they are able to process data into useful insights.”
Erna Noviani
Senior Vice President of PT Bank Central Asia Tbk.