Thursday, April 21, 2011

What do customers want from a relationship?

In the last yar or so, having some kind of a presence on social networking sites like facebook become almost mandatory for businesses of all sizes. Remember when 15 years ago, the people stopped asking do you have an e-mail, but instead asked what is you e-mail address? Or,"What is your web page?" instead of "Do you have a web page?" Similarly, the questions like "Can I add you as a friend" are more and more common in comparison to the questions like "Are you a member of Facebook?".

In such a situation, it quite natural for businesses to join the crowd and start interacting with customers on Social networks, with the probable aim of establishing their presence, building the their brands, building the loyalty, getting new dcustomers and, of course, indirectly increasing their sales.

Nevertheless, things are not easy as they look on the firs sight. Merely establishing your presence on Social sites is far from enough as customers don't really behave according to our expectations. Fof all of you looking for a way to benefit from Social networking sites, I highly recommend reading the recently published IBM study on Social CRM! The most interesting part is the big gap in perception of the sutomer-business relationship between two groups. But, the other findings are also very interesting.

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