Comments
Build Richer Customer Relationships Using 'Small Data'
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Thomas Claburn
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Thomas Claburn,
User Rank: Author
8/29/2013 | 2:56:45 AM
re: Build Richer Customer Relationships Using 'Small Data'
I have to disagree. Meaningful business relationships don't happen at scale. Social media can enable interpersonal connections, but in the end it's someone mailing a charger to someone else. It's one-to-one.
Nara
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Nara,
User Rank: Apprentice
8/28/2013 | 10:50:45 PM
re: Build Richer Customer Relationships Using 'Small Data'
Yeah, it's a combination of paying attention to transactional data you already have at the individual level and paying more attention to the social signals people are putting out there. Especially in a B2B environment like Appirio's our customers are excited when we read their blogs, retweet their posts, etc.
Shane M. O'Neill
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Shane M. O'Neill,
User Rank: Author
8/28/2013 | 8:51:39 PM
re: Build Richer Customer Relationships Using 'Small Data'
I'm a long-time Entertainment Weekly subscriber and sometimes they send me movie passes. While I don't think that comes from trolling my social media content (I think I get them because I might be their longest-running subscriber) it is a nice personal touch that keeps me excited about the brand.
ChrisMurphy
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ChrisMurphy,
User Rank: Author
8/28/2013 | 7:40:23 PM
re: Build Richer Customer Relationships Using 'Small Data'
Part of this just involves paying attention to transactional data you already have, rather than an advanced social strategy. Example: Southwest has moved into my airport in a big way, so I've been flying it a lot lately. I'm far from some platinum miler, but it noticed enough to send me a few free drink coupons. While I haven't used any yet (really!), I noticed. And I noticed no other airline I'd ever flown had sent me anything but a credit card offer.
Nara
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Nara,
User Rank: Apprentice
8/28/2013 | 5:02:32 PM
re: Build Richer Customer Relationships Using 'Small Data'
Alex, totally agree with you. Social media enables personal interactions at scale.

David, the theme is really around personalizing interactions between your company and customers. So, yeah, providing those personality traits in a way that's easily consumable by customer-facing people would be a great enabler. Good news is that platforms like Salesforce are already making this happen by integrating social with their applications.
Alex Kane Rudansky
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Alex Kane Rudansky,
User Rank: Author
8/28/2013 | 3:52:12 PM
re: Build Richer Customer Relationships Using 'Small Data'
I am a big believer in the relationship between Twitter, customer interaction and brand loyalty. I have interacted with companies via Twitter, and when I get a personalized response, it not only improves my perspective on that company, but enhances my loyalty to the company and the product. Social media is a two-way street, not to be used only to get the message out, but also to engage with the customer on a granular level.
David F. Carr
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David F. Carr,
User Rank: Author
8/28/2013 | 1:45:35 PM
re: Build Richer Customer Relationships Using 'Small Data'
Is the theme here automated personalization of content? Or more like making sure salespeople and customer service reps can get at at-a-glance analysis of the personality you've displayed in social media or other interactions?


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