Social CRM expert speaks out

Published on 11 May 2012 by in Latest News

social crm Social CRM expert speaks out

Retailers not using social media sites such as Twitter for online customer service are facing a negative backlash from their customers, according to a leading customer experience management expert.

Josh March, chief executive from a social CRM company, made the comment ahead of the 3rd Retail Bulletin Customer Loyalty Conference. March stated that many of the organisations currently using social media had yet to fully incorporate a social customer experience management CRM system; a decision, he said, that was devaluing brands.

“Unfortunately a lot of the companies that have taken the plunge on social media are getting customer issues sent to them but they are ignoring them. It’s publicly showing [their customers] that they are not helping.”

March highlighted the need for customer relationship management on social media sites like Twitter and Facebook, arguing that more customers were now using these online platforms for customer service enquiries and queries.

“It’s the way they interact with retailers and you’ll find they [customers] tweet in-store. They are turning to it as it is easier.”

Addressing the online habits of the older consumer, March also stated that social media was the ‘last port of call’ and by ‘doing it publicly they hope they’ll get noticed.’

March’s comments come as a new study from Brandwatch has revealed that while more businesses were adopting Twitter profiles, only three percent of the companies using the platform were doing so with customer management in mind. Speaking at the time, Dominick Soark from Brandwatch stated:

“Whilst strategists and thought-leaders have done a lot to encourage businesses to think about social media as a new way to interact with their audience and not simply another marketing channel from which to broadcast, our analysis shows there is still the tendency to use Twitter as just that.”

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