CX: Social Integration with CRM

Recently I shared the screenshots of failed or site crashes of two respected brands. Both of these brands had their executives call me up. This is the first major step towards the Social CRM (Customer Relationship Management) implementation.

There are two more gates to cross before they get into a CX (Customer Experience) heavenly state.

• CRM executives in both cases were not able to see the screenshot, thus were asking me about the issue again. Also, they did not have any means to get back to the original tweet.
• They ask me to DM (Direct Message) my Mobile Number/ Card Number more than once (over the tweets). Thus, there should be a one time Social Graphing linking activity.

Thus the lesson learnt are:

1. Create a Social Graph of your customers or at-least link their social ids with customer id.
2. The CRM should provide access to a local data warehouse that stores the social media snapshots related to the incident.