You’ve got tons of customer data, but often your customers
aren’t talking directly to you. They’re talking to other customers and a lot of
people who aren’t your customers. This mass of unstructured data in the social
sphere (e.g., Twitter, YouTube, Facebook) is a goldmine not just for immediate
feedback, but for a host of unique customer service and product development
At the CRM Evolutions Conference in New York, I spoke with
analyst Ray Wang of
. He offered up three unique ways companies are taking advantage of
Steal sales from
– By following your category and your competitors, you can
discover people in purchase mode you never would have found. This is the best
time to intercept and introduce yourself into the consideration mix.
New uses for your
– Videos of people with your product may introduce new ways to use
your product that you hadn’t considered. Feed this information back into
product development or new ways to market your product.
Triage a problem before
it blows up
– When a customer has a complaint, escalate that problem to
your company’s contact and action center and close the loop quickly so as to
solve the problem in real time.
Are you not ready for Social CRM yet? That’s quite alright,
says Wang. While you’re waiting to launch your Social CRM campaign, start collecting
Twitter handles from your users so you can connect their social activity with
your customer database.