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Twitter as a CRM Tool – A Story Featuring Digital Vidya in Pioneer

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Twitter is making a lot of news these days & lot of people use it for variety of reasons. Whether it be checking out the real time news from around the world, sharing quick thoughts & ideas with friends, inquiring about some new products or services or the occasional ranting which we usually do when we are dissatisfied, Twitter is at the forefront of our sharing tools. Not to forget the way this social media tool has helped masses around the different parts of the world where mainstream media was gagged, to share the on ground happenings with the people around the world.

Apart from the uses by common folks like us, Twitter also has many uses from the companies’ or brands’ perspective. Recently, Pioneer did a story on ‘Twitter as a CRM Tool’ (embedded below) where they discussed some important insights or takeaways for the brands. It featured Pradeep’s personal example of how he had a very bad experience with ICICI Bank, which was not addressed offline, but once he shared it on Twitter & it went viral their branch manager personally visited him to resolve the matter! So, they were able to turn negative PR into positive PR by listening to one of their customers on Twitter. Pradeep cautions further that companies who try to hard sell are big failures, while the companies which interact, create conversations & build relationships with users are the ones who are successful.

Several more examples where companies have used Twitter as a CRM tool have been shared in the Pioneer’s story, like one being the dissatisfaction of Gagan Ratra with Airtel which was not handled well by the customer care, who then shared it on Twitter which went like a wildfire & then Airtel solved his problem within a matter of few hours! So, customers now know that this is a channel where companies will definitely hear them because they fear the negative PR, which spreads like a wildfire on Twitter especially.

So, the key take away for the brands is that instead of sticking their head into the sand like an Ostrich, they should face the challenge & actively participate & resolve the queries of the customers. They can actually build relationships with the customers who in return can become your brand promoters.

Can you suggest any more ways in which Twitter can be used by the companies?

[slideshare id=7257249&doc=pioneer-twitter-crm-110314060443-phpapp02&type=d]

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