This article is about customer relationship management using the social media. These forums enable the product managers understand how the customers view their products and the recommendations that they suggest. These CRM’s also provide a source of raw data that has not been manipulated nor tampered with (Comity Technology Advisors, 2010, p.1). If such data is used correctly, it may result in helping companies create better products that suit the customers more. Such an advantage keeps the practicing companies ahead of their competitors. The author is also urging companies that have not embraced this trend to do so because of the opportunities it presents and because of the changing times and adaptation of technology.
The author is a research market analyst who uses the information he assembles as well as the knowledge he has on the subject to advice companies on the latest trends that may help in growing their market. The managers involved in market strategy, data collection, and customer relation are the targeted audience. The article benefits this group the most since the information given is about how the managers can use the data collected from the CRMs to understand what the consumer wants and the level of service that the consumer fells he is getting. It also gives the guidelines on how to involve the employees to create a relationship with the customers (Comity Technology Advisors, 2010, p.5).
The author has provided evidence supporting his views and findings severally in this article. The most notable one is the research conducted at SheSpeaks.com where most of their members are women affirming his claims that people join online communities in order to access information about the said company. This therefore urges managers to motivate their employees to give the best of product and services so that only good praises can be accessed online about the company. He gives more evidence of a woman passionate with cooking who uses a pseudonym Sally Jane to share her interests with the online communities (Comity Technology Advisors, 2010, p.5). This helps the targeted audience understand that not only demographic data is important but rather use the information given to improve on existing products.
Sites like Facebook, twitter, blogs, sugarCRM, and LinkedIn are some of the social forum that the author suggests that managers and employees use to build relationships with their customers (Comity Technology Advisors, 2010, p.6). Another recommendation that he gives is that employees should be first motivated to use the social technology for their work even before the company invests in the social media since this are the same people who give positive feedback about the company. The message that the author wants to put across is that organizations should use the technology to their advantage. Whether they use the social networks in their activities or not, the customers at this age will go online in search of the product information they need. If a competing company will have engaged in this technology, the customer will most likely use the competing company to satisfy their needs in the future.
In my opinion, organizations should note the emerging trends that seem to be profitable to other companies and assimilate them in their activities. A good example is the issue addressed in this article. It addresses the rise of social media use by most companies and the pros of using technology to a company’s advantage. It clears the notion that the social media is only relevant for social interactive purposes. Another example would be online stores. The author passed this message well by giving the supporting arguments and examples that help the targeted audience understand this very reserved topic. This message if used and integrated into the companies, it may help in better understanding the customers’ needs and therefore translating into higher profit margins.
Comity Technology Advisors. (2010). Walk Before You Run: Incorporating Social Channels into Your CRM Strategy