In This Chapter
There's a conversation going on. A majority of your customers are engaged in a discussion about brands they like, the service they don't, and just about everything in between. If you're not part of it, you're missing out on an opportunity to learn what your customer really wants. The customer is ready to tell you.
But you need to listen in a way that is meaningful for your customers and your business. Auto magnate Henry Ford was quoted as saying, “If I asked my customers what they wanted, they would've said a faster horse.” Developing a relationship with your customer is a careful blend of understanding and vision. But make no mistake; social CRM is also big business. Forrester Research predicts that software to run corporate social networks will be a $6.4 billion business by 2016.
In this chapter, we show you the implications that social media have for every aspect of your business. We examine the rules for creating valuable content and the need to collect and track behavior.
Social media has impacted many facets of our lives. When you consider that social media is a relatively ...