Update on Social Media Adoption By Service and Marketing Organizations
Issue Summary
Social media and social CRM present marketers, sales professionals and service personnel with new ways of interacting with customers and building loyalty and brand image through conversations. At the same time, customers’ ability to have those conversations can result in poor experiences being amplified across the social media universe. An organized approach to social CRM can help your company participate in conversations and anticipate problems before they happen.
Analysis
What a difference a recession makes. Where once CRM was deployed to efficiently classify bothersome customer contacts, now it’s gone all touchy-feely toward customers who haven’t contacted the company at all. The pendulum has swung from the days of Best Buy’s declaration it wanted to shun “demon customers” to Comcast’s hand-wringing Twitter assurance to any anxiety-riddled tweet.
There is ample motivation for this 180-degree turn in customer service — namely, the need to squelch customer complaints before they become profit-eating PR disasters. “Before social media, companies had the option of....
read more at Focus.com:
http://www.focus.com/articles/crm/update-social-media-adoption-serv...
Social media and social CRM present marketers, sales professionals and service personnel with new ways of interacting with customers and building loyalty and brand image through conversations. At the same time, customers’ ability to have those conversations can result in poor experiences being amplified across the social media universe. An organized approach to social CRM can help your company participate in conversations and anticipate problems before they happen.
Analysis
What a difference a recession makes. Where once CRM was deployed to efficiently classify bothersome customer contacts, now it’s gone all touchy-feely toward customers who haven’t contacted the company at all. The pendulum has swung from the days of Best Buy’s declaration it wanted to shun “demon customers” to Comcast’s hand-wringing Twitter assurance to any anxiety-riddled tweet.
There is ample motivation for this 180-degree turn in customer service — namely, the need to squelch customer complaints before they become profit-eating PR disasters. “Before social media, companies had the option of....
read more at Focus.com:
http://www.focus.com/articles/crm/update-social-media-adoption-serv...
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