Listening Is Not a CRM Exercise

2 05 2011

Marketers have always claimed to listen to customers. Now that we have a chance to listen to social activity and feedback, we find that it not only overwhelms us with volumes of data, but it forces us to approach customer relationship management (CRM) and automation in a new way.

Using social sentiment data in direct marketing outreach requires an adjustment in practices. Data from social listening is fundamentally different primarily because it’s not tied to an individual, and may not even be tied to an audience profile. In short, it’s hard for marketers to adapt to operating in the fluid state of social data when we are used to operating in the precise world of CRM data.

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