Recognizing your customers
One of the important aspect in CRM is to have the ability to recognise your customers across different touch points and interact with them effectively. Imagine you are an angry customer calling up the service support of the company to make a complain. The last thing you want is to have the company sales team calling you up trying to selling you something new!
Similarly with the use of social media tools to reach out to their customers, companies should also keep in mind the need to integrate their customer information with other communication tools that they are using. For example, I recently attended a workshop organized by Microsoft. Subsequently, I received 2 different e mailers from them.
It was great that they tried to customized the content for different segments, those that attend and those that did not. Yet the attempt to be authentic was wasted as I ended up receiving 1 relevant and 1 out of point message. They did not manage to integrate the data across the various touch points as I interact with them. I must have reply no to the event invitation on Facebook and yet registered for the event on their website. Somehow the data wasn't sync.
Using social tools to reach out to consumers is the easy part. The challenging part is to be able to identify them as they interact with you via different channels. This is a challenge that I am also trying to address. If your evangelists that have been saying good things about your brand online, won't it be great that you are able to recognize them when they show up at your doorstep?
Filed under //
crm
social media
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