Tracking customer activity on social media is a best practice these days (for most industries) and the technology to enable that effort is becoming increasingly accessible and affordable for companies of all sizes.
But at a higher level, what this trend speaks to is the need for companies to shift their mindset to be able to connect with the younger generations of buyers who will be key to their future prospects. Hearing their ‘voices’ The best solutions these days marry the traditional with the new — creating a single customer view (SCV) which captures behavior on traditional platforms along with activity on new media.
The ability to capture but differentiate activity on different platforms represents a key capability — allowing each form of customer voice to be afforded its own treatment. This implementation for the cruise industry provides a strong example of how the system should work.