Integration of Social networks and CRM tools can provide a wealth of data on customers and potential customers but are small businesses making the most of this opportunity?
I came across a great blog posted back in the summer by Ian Hendry, CEO of wecando.biz
In it he talks about Social CRM: the coming together of social networks with Customer Relationship Management system to provide businesses with a wealth of data never before available.
Regular readers will know how often I’ve stressed the importance of talking to your customers and market to find out what they need.
Ian points out that few will answer and, those who do, can give you skewed answers. Whilst I don’t particularly agree with that (if you go about it the right way, listen to what’s being volunteered and tease out what’s not, you can get solid truthful data (quantitative) and amazing insights (qualitative).
He highlights the fact that
sort of information is available across the Social Web as those same customers update their profiles; post, tweet, StumbleUpon and Digg. Your customers are revealing aspects of their needs that they’d never bother sharing with you directly, but by knowing where they are online a whole heap of additional information can be at your fingertips before you contact them; helping to drive the dialogue you have before they’ve even started thinking about your company, let alone discussing it.
He deftly brings the CRM factor in with how to build your customer profiles and create their needs and wants.
The full article is here. If you’re not particularly “techie” or up on Social Media I suggest you talk to your youngest employee (or your teenage at home) for a quick lesson – you may find it’s worth it!