Facebook revealed plans this week to launch a highly tailored search facility, labelled Facebook Graph Search, providing users with a more effective way to discover what their social media connections value.
Beyond enabling consumers to discover which of their friends share an interest in cycling, or which local restaurant their connections recommend, this new service also creates several key opportunities for brands to learn more about their customers.
The new service combines elements of each user’s profile information, such as age and location, with data on the interests, products and brands they have liked, allowing businesses to gain better insight into the preferences of their Facebook fan base.
Combining this new source of information with other CIM system data sources, such as previous communications with the brand or purchase history, would provide brands with a detailed view of each customer. This comprehensive profile could then be used to generate a more personalised level of service for each individual, tailoring communications to particular preferences.
Facebook Graph Search also allows users to limit business reviews to those left by their immediate circle of friends, offering the potential for a greater level of trust in reviews data. Given the established connection between product purchase and peer reviews, providing a positive customer experience could become more crucial than ever.
By monitoring searches for a specific product or service, companies can also gain a valuable indication of the type of consumer interested in their retail offering. This information could be used to shape future strategy,from product design to contact channel selection.
As yet, Graph Search’s pioneering system remains in its infancy, according to Facebook CEO Mark Zuckerberg. With continued testing and development though, it could soon significantly alter the customer interaction management landscape.
Visit the numero blog next week for further news on the latest advancements in the field of CIM.