Growing the business

     As marketers begin to truly understand their customers’ needs, they can then create campaigns which are more relevant, more customized, and more likely to spur engagement with the brand. This should result in increased action on the part of the customer.

     When the organization remembers the customer’s previous interactions and uses that corporate memory to improve the customer’s experience for the next time, trust is built with customers. Trust, corporate memory, and relevant marketing are critical ingredients to building solid relationships with and getting loyalty from existing customers.

     And of course, growing business from existing customers is one of the most costeffective approaches there is!

     Source: Customer service: the art of listening and engagement through Social Media (Brian Solis and Becky Carroll) e-book