­

Feedback Analytics: A Technology Foundation for a Social CRM Strategy

After a number of recent, widely reported stories of companies getting slammed on Twitter and Facebook for poor customer relations, businesses are learning that the cost of not engaging with customers is great, and it is public.

Nestle is the latest brand to see consumers mobilize online, most recently in response to corporate policies regarding deforestation and destruction of orangutan habitats. Protesters have taken their complaints to the company’s Facebook page, and the whole matter is playing out on a worldwide stage. Social media has given the customer a voice, and organizations that fail to listen do so at their peril. But waiting for an angry tweet or Facebook post is a passive way to manage customer relationships.

Back in February, we wrote about The 2009 Cone Consumer New Media Study, which detailed the ways in which customers use social media to engage with companies. We noted that 61 percent of the new media users surveyed said they expect companies to solve problems and provide product or service information via social media networks Perhaps it’s time that companies start to view their own Web sites as social platforms to ensure stellar customer service and closer engagement with users than can be fostered on networks like Twitter or Facebook.

Kampyle Feedback Analytics enable organizations to have conversations with customers in real-time, within the location relative to the discussion. It’s a perfect opportunity for businesses to implement a social customer relationship management (CRM) strategy. Social CRM based on feedback analytics offers enormous value for businesses and their customers. Our solutions are easy and inexpensive to implement, and foster a collaborative, mutually beneficial conversation between companies and their prospects. By the time someone is screaming on Twitter or a corporate Facebook page, the company involved has already failed in its customer service responsibilities. Long before that occurs, forward-thinking organizations are using their own technology resources to build internal social platforms that let customers know their experiences and input matter.

About the Author: