Today, customer databases contain traditional fields such as name, phone number, and e-mail. But by adding social content to the customer database - such as a customer's twitter handle, recent blog post, Facebook's status update or LinkedIn profile - involves cross-channel customer recognition challenges, a working relationship between IT and marketing, new customer segmentation models, and a structured plan to handle and analyze customers' conversations.
These data can be turned into precious customer information to improve customer experience, insight and segmentation.
An example of the unexplored, huge and powerful source of customer data present in Social Media is the following anatomy of a tweet.
Have you ever figured out that a simple tweet can uncover so much information about you?
An interesting research conducted by Altimeter Group grouped these new data types in 7 elements:
They segmented data that has been tried and true for years on the top tier: demographics and product. Then, they segmented data that digital marketers are striving to tackle now in the middle tier: Psychographic, behavioral, and referral data. At the bottom tier, they listed out experimental new types of data that most companies have not harnessed, the newcomers location based and intention data.
A first clear opportunity of these new data elements is the connection to customer-digital personas that makes it possible to gain up-to-date personal information (marriage, new house, job promotion) which are typically difficult to obtain with classic CRM solutions. This approach allows better identifying client needs, optimizing contact timing and creating more effective marketing campaigns.
It also introduces a new channel in the media mix by establishing a permanent and bidirectional connection between social media and CRM architecture (support, marketing, CSS, etc.)
HP Information Management & Analytics has developed an industrial-strength methodology, which any company that wants to manage its customers better and/or more effectively can use.
The foundation for achieving this are:
- Connect to your customers
- Listen your customers and categorize them
- Implement a social communication channels
- Implement a Social CRM
The implementation of the above strategies enable other use cases by leveraging newly available social details (e.g. Influencers, optimize communication channels, real time next best action), and by layering the architectural foundation to interact with social media.
Source: 2012 Hewlett-Packard Company – Social Intelligence Use Case Library
- Check out this presentation learn more about how HP is helping its clients build their Social Business Strategy