Putting social networking at the heart of customer service
- Businesses need to engage with as large a catchment area as possible
- Social networking extends catchment areas enormously
- Twitter alone grew 1600% over 2008
- Data from social networks needs to be integrated with customer service systems
The business world has changed and so has the way companies engage with their customers, says Andy Jacques, seniro vice presiedent North EMEA for Salesforce.com. The catchment area, once a factor in assessing the ‘pulling power’ of a business, has gone global thanks to the web. The only limitations on how many customers a company can engage with are their own ambitions and their ability to do so.
Especially in times like these, businesses must do all they can to engage with as large a catchment area as possible and increase sales by scale as well as other essential business practices, such as excellent customer service and successful fulfillment. That means, however, scale cannot be sought at the cost of quality and personal service, which in turn requires a far greater understanding of what is being said in the wider market place.
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