Customers have so many more choices than ever before. This gives them the power to demand more from businesses. This same new technology that is enabling the consumer, is also giving businesses the capability of initiating multi-channel strategies for communicating with customers. These emerging, real-time platforms such as the Internet, Apps, and other social media channels place new strains on a network’s existing infrastructure. However, they also generate large amounts of data that contain valuable insight into customer behavior and preferences. Specifically, the use of mobile devices and social media is gathering enormous amounts of personal data that can be a real asset to businesses. Unfortunately, there are businesses not making the most of the data available and there are others not even utilizing the platforms to access this data.
CRM professionals must develop an infrastructure that allows for the sharing of information and effective communication. Social CRM is a tool businesses need to utilize. They need to embrace it! With the use of a variety of social media platforms (such as blogs, FaceBook, Twitter, YouTube etc.) businesses have a direct line to the end consumer for communicating about their products or services. Consumers are online talking about the brands, and the brands need to listen. If businesses can identify unmet expectations and where the strongest expectations exist, they will be more likely to realize an increase in market share and profitability.
In order to do this, they must know more about their customers. Brands must talk, listen, and interact with customers more often and with more relevancy in new and innovative ways. The use of social media platforms is one way to drive engagement and participation to create and nurture relationships with customers and potential customers. This is an exciting time for marketers with the technology available to manage customer information, data, trends, and relationships as well as the new social environment that creates a one-on-one marketing opportunity.