CRM is all very well and good, but most of your customers are online, carrying out most of their research. Find out why you need to create a customer-centric culture and how sCRM can help you to do it.

Marketing has changed, it is no longer about reaching out to customers, it is now about attracting them in. The modern marketer must be present from the very beginning of the buyer’s journey in order to be there at the end, and even after the sale has been closed. The key to reaching out to customers throughout their buying journey is by creating a customer centric culture.
This culture can be achieved by using social CRM (sCRM) tools. These are social media techniques that enable your organisation to successfully connect with your customers. The benefit of sCRM is that you can deliver a consistent, personalised, customer-centric experience to your leads and prospects.

Putting your employees online

67% of the buyer’s journey is now done digitally, so it’s essential that your employees have the right tools to create a customer-centric culture that extends online. sCRM will help your employees to identify where your customers are online and what they are saying; whether that’s a complaint on Twitter or the start of a discussion about your offering on LinkedIn. With this information, your employees will be able to build brand presence in the appropriate places as well as start listening to, and conversing with, your customers.
It’s important that your employees are listening to your customers and remaining reactive and adaptable to any online changes in sentiment towards your company or offering. This will help to manage the customer experience and brand reputation.

Keeping communication channels open

37% of B2B buyers ask questions on social media, but many more buyers interact with sellers via social media sites. You need to ensure that you are available at every touch point if you are going to create a truly customer-centric culture. Your customers will choose where is most convenient for them to talk to you, but you must also use this to your advantage. Online conversations open up new opportunities to encourage loyalty from your current customers, and you can also create new relationships – attracting new leads into your sales funnel.

Attracting more custom through word of mouth recommendations

Another benefit of using sCRM tools to create a customer-centric culture is that your customers will start talking to each other, and to others who are looking for the solution you are offering. After all 92% of consumers trust recommendations from family and friends above all other forms of advertising. This conversation will be sparked by the quickly deliverable, positive customer experience you can offer them online through sCRM tools. By being open, communicative and listening to what your customers are really saying online, you will build strong customer relationships and a reputation that reflects your brand positively.

sCRM helps you to be more consistent

An essential part of creating a successful customer-centric culture is making each customer feel that they are treated as an individual – personalisation is crucial. As sCRM tools help your organisation to interact across multiple channels, it is important that you know everything about your customers. Does their Twitter handle match their email address – if not, are you aware that their differing identities still make them the same person? Your messaging should be standardised, coherent and thorough. You don’t want to send out the same content on email, as you have previously sent on LinkedIn, for example. After all, 30% of marketers believe “disconnected data” prevents sales.

Keep the conversation going.

Finally, making the sale doesn’t mean that your relationship with the customer has been completed. You should carry on the conversation, keeping the relationship warm and your customers interested. 73% of marketers drop the ball after a first sale but sCRM tools can help you to continue the relationship, opening up opportunities for upsell and cross-sell.
sCRM has many benefits, and is an essential tool if you want to create a successful customer-centric culture.


  • With a modern CRM system such as Microsoft Dynamics CRM it becomes possible for Sales and Marketing to see each other as partners.
  • To achieve this collaboration there needs to be a high level of systems integration across all of an organisation’s functions – not just between Sales and Marketing, but also with finance and logistics for example.
  • Together these departments can become even more profitable than if they were to maintain a culture of us and them. Modern CRM systems make this possible.