Build Richer Customer Relationships Using 'Small Data' - InformationWeek

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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.
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.
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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