We can begin learning from our customers
with each interaction they have with us, at any touch point. When we remember
and record those interactions, we can fill out the profiles we have on
individual customers and share them with the rest of the organization. The use
of Web 2.0 tools and social marketing techniques is a great way to have
conversations with our customers in such a way that we can get immediate
feedback from them on specific areas – as well as carry on an ongoing conversation.
As we track these conversations with individuals over time and across our
company, we begin to understand what they need from us. As we learn from our
customers, whether we are in customer service, PR, marketing, or sales, we can
begin to apply that to improving products, creating customer-focused services,
and designing relevant campaigns.
Source: Customer service: the art of listening and engagement
through Social Media (Brian Solis and Becky Carroll)
e-book
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