Customer relationship Management, or CRM is one of the high rated strategic activities in every company. In today;s world of fierce competition and with rising customer acquisition costs, if you are not able to get repeat customers, survival is difficult.
In order to reach out today’s connected consumer, it has been advised brands to increase their presence on every platform.”Where the consumer is, Brand must be there’, is the today’s myntra most of the retailers follow. However, just by increasing the presence, will you be able to get the trust of them.
At iamWire’s Internet Retail Expo 2014, Pradeep Chopra, CEO at Digital Vidya shared his personal experiences on how brands can really use tools like Twitter to engage with their customers.
Pradeep started the session pointing out his personal experience with ICICI, which made him realize the power of twitter. When he was not happy with their services, the platform got them ‘listen’ to him. “You can use social media platforms to listen to conversations good/bad about your brand. It is a chain reaction, the conversations keep going on. Also, as a brand, don’t ignore a customer that has next to nil social media influence,” he added.
One example was linked to Ola Cabs. As described by Pradeep, due to certain problems at the Ola end, his little daughter had to miss her best friend’s birthday party, which really frustrated the entire family. He posted a tweet on the awful experience he received by the Ola and within minutes he had the team apologizing to him for the inconvenience caused. Not only this, the company also tried to make up for the loss by cheering up the little girl with a nice cake, an apology message and also crediting the Pradeep’s account for next service.
The example just aimed to highlight how important the power these tools are having. Social CRM is all about Listening, measuring and engaging. “Where tools allow you to listen and measure, one really needs to think beyond these tools to have better engagement with the consumers,” said Pradeep.