Brands need social media CRM according to new article

Published on 11 September 2012 by in Latest News

social media crm Brands need social media CRM according to new article

Major brands need to reevaluate the ways they measure customer loyalty, according to an article from Marketing Week.

In a piece written earlier this month, columnist Rosie Baker argued that it was necessary for companies to bring their traditional loyalty model in line with the growing demand for social media customer reputation management.

“The current loyalty model is more than 25 years old and has prioritised rewards for transactions with services and benefits,” Baker writes.

“Now, because social media has shifted the time frame for interactions with brand, consumers are no longer willing to accumulate points over a long period.”

Baker, who makes a strong argument for brands to adopt social media CRM systems, highlights the successes made by HMV, Play.com and Costa Coffee in using social media customer service to build brand loyalty.
“To counter evolving needs, [these brands] have recently adopted different elements of social media to build loyalty and CRM programmes.

“Play.com is looking at ways to use social data in other marketing channels to make better use of behavioural targeting, recommendations and promotions that create a ‘more enriched’ experience for each user.”

Here at numero, we’ve previously written on the need for companies to adopt a comprehensive social media CRM system; how changing consumer behaviour means that it will soon be necessary to incorporate communication from these channels in order to provide a comprehensive customer management experience across all platforms.

You can read more about our work with social media CRM system here. Alternatively, you can contact us on Twitter to discover more about social media for business.

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