06 Aug '11, 9am

Social media means business

Social media means business

Customer relationship management (CRM) has made inroads quickly over the past year into the world of social media, adopting Facebook, Twitter, YouTube and Google-plus to reach customers. Mark Woollen, vice president for CRM product strategy at the US-based Oracle Corporation, says so-called social CRM is a new management tool being used by many companies around the globe as it is proactive and more effective than regular CRM. For example, social CRM can help companies greatly improve customer service by enabling them to detect early signs of discontent and deal with it proactively. United Airlines recently failed in this context. One of its customers, a musician, found that his guitar was broken after travelling on a UA flight. But the airline did nothing in response. Shortly afterwards, the musician wrote a song titled "UA broke my guitar" and posted it on YouTube. The cl...

Full article: http://www.asiaone.com/Business/News/Story/A1Story2011080...

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