Some organizations have succeeded in automating the entire process of triangulation and generating leads on a near real time basis and are reaping huge benefits by acting upon them. Benefits such as:
1. Improvement in customer engagement and retention
Social CRM opens up new opportunities to improve the engagement. Social profile of the customer enables organizations to personalize content, messaging and services.
Cisco tracked online visitors to its website and realized they did not have proper targeted content for the visitor segment to which the maximum accounts belonged. Modification in marketing content on the website saw steep rise in visitor to customer conversion.
Consumer companies engage with their community members by sharing photos, asking questions and simultaneously educating them about new products. Views for the new product information result in some part of the social media traffic being driven to E-commerce websites resulting in subsequent purchases.
Levi's started an initiative where shoppers logging into Levi's site by using their Facebook credentials were informed on which Levi's products their friends had liked, with "See It" and "Buy It" buttons next to each product picture. If none of the friends had liked any of the products, likes by strangers appeared, prompting visitors to be the first among their friends to like a product.
2. Impact to topline and bottom-line
Sales can be improved by extracting insights from social media data to cross sell and upsell to existing customers. Customers can be influenced to repurchase by providing incentives and offers based on social profile and activity.
EBay uses online behavior data about products viewed in the past and suggests similar or related products for cross selling and up selling. It also gives offers and discounts on category of products previously purchased.
IBM creates blogs, white papers on specific industries and requires visitors to register to access this content. In addition, they provide users an option for news feeds. This helps the companies to identify the opportunities to cross-sell and upsell, and also gain information about the visitor's profile.