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What’s more important to customer relationships: triggers or Twitter? CRM is now about more than using email to take people through a standalone sales tunnel with communication prompted by set actions.
It can still be about that, but marketers are increasingly trying to put CRM in the context of consumers’ online lives, particularly when they’re engaging with social media.
This is one of the themes that emerges from our interviews with CRM experts on page 30. Twitter opens up a whole new dialogue with customers and brings new challenges, just at the point when a company may have thought it has all its channels organised.
But it would be a mistake to define customers solely by the platform they’re on when communicating with your brand. You need to segment your customers base practically and find ways of making interaction dynamic.