Almost every marketer dreams of having a 360 degree view of their customer. It’s part of providing an unparalleled customer experience and building a customer-centric culture. This, of course, requires marketers to bridge the gap between offline and online data of their customers. Social data highly complements and can validate customer data that marketers primarily collect. However, even with increased adoption of social as a CRM, Gartner estimates that less than 1% of all organizations are doing anything to reconcile social and legacy customer data*.
Twitter data can be a powerful source of insight to feed into the 360 degree view of your customer. It can help marry the different data sitting in various silos. Moreover, Twitter’s open nature can help you glean in depth customer information.
The first step in including social data to your existing customer information is matching email addresses to their Twitter profiles. This is a powerful way to build on your customer profiles. It will not only increase the quality of your audience information but also work towards building an integrated communication strategy. Harnessing the power of email+Twitter to gain further access to your audience is the first step towards building a customer-centric culture in your organisation.
You have a whole range of customers sitting in your database and you have now matched the emails to Twitter profiles. What more can you do to inform your 360 degree view? A whole lot, in fact. Personality Insights can be a feather in your cap. Taking a peek into what makes a customer tick or why they have one brand preference over another can give marketers great insight into customer behaviour.
With Personality Insights, you can see what traits your most profitable customers have or how they differ from your competitors’ customers, and use that insight to improve communication both on Twitter and other channels.
To get a complete 360 degree view of your customer and to join up social and legacy customer data, it’s imperative that you collect and validate the most relevant insights for your brand. What’s their location? What’s the language breakdown? How many verified users do you have within your audience? (Maybe you can rope them in for an influencer campaign). But to take a step further, you can also get insights into the kind of relationships your customers share with your competitors.
These are just some of the answers you will get about your customers or audience through Twitter data. And once added to the primary customer data, it will reveal a wider picture of those buying your product or service.
Monitoring what your customers are saying about your brand is a great way of knowing what your brand or products actually mean to them. A sure shot way of getting into the good books of your customer is knowing the pain points they have with your brand and working towards improving or eliminating them, and monitoring conversations with your brand name or campaign hashtag makes this possible. And while you’re monitoring conversations from your customers or followers, why not monitor for the purpose of expanding your reach and finding new audiences. You not only have the potential to increase your customer base, but will also be able to inform your marketing campaigns. In this sense, your monitoring data can play a two-pronged role: Build on your understanding of your existing audience to launch personalised Twitter ad campaigns and enabling you to discover new audiences to target.
If you’re looking for more information to complement the master data you already have, Twitter cards is your answer. Not only does it arm you with ways to retrieve data from new customers [lead generation cards], but also gives you additional information of your existing customers.
For example, if you’re a fashion retailer and would like to know how many of your customers would shop on or via Twitter, a website card with a strong CTA like ‘shop now’ will give you an idea of how many clicked through and how many completed the purchase via the Twitter card. This will enrich your understanding of the Twitter audiences and customers interacting with your brand.
Bridging the gap between social data and legacy customer data is a great way of building a better understanding of the customer. Providing the best possible customer experience is at the top of most marketer’s agendas and brands can take advantage of Twitter to improve both communication and customer satisfaction. The additional touchpoint not only provides information about the audience, but it can also be used to improve customer satisfaction.
For example, if a follower has asked a query on Twitter, you can quickly check if they’re an existing customer, or if they have had previous issues and use the relevant channel to respond to them. This provides a unified and an all-rounded customer experience.
It is time that all organisations looked to reconcile the gap between social and legacy customer data. Twitter’s social customer data will help improve the communication across various channels, and ultimately feed into the 360 degree view of your customer. The points illustrated above are ways to use the social resources that are easily available to all brands and companies.
*Gartner, How to Incorporate Social Data for CRM Into Your Quest for a 360-Degree View of the Customer, Jenny Sussin, Ted Friedman, Bill O'Kane, 22 January 2015
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