If a customer doesn't engage in social media, does that mean they're off the radar?

Great question! At the risk of sounding flip, I would only solicit input from the customers I wanted to keep! While social media in an important channel for customer intelligence, probably the best touchpoint for learning and feedback is the frontline who interact with customers. And, yet they are often the most overlooked, underutilized source of wisdom. I am a fan of asking customers how they would prefer providing input, ideas and feedback. I will guarantee you, they will select a myriad of channels. Use the channels your customers prefer.

Maybe, we need to use old medias to talk with that costumer. The old school marketing still works for "old school" costumers.

Wondering if it's more a comment on the company or the customer. At the moment, it appears that we are in a period of transition where social channels are emerging and making their presence felt alongside their traditional counterparts. However, that is not to say the social channels are mainstream quite yet. For a business or a customer to commit to a social path to the exclusion of traditional channels is in my opinion, and without taking into account any variables, a bit premature.

Looking into the future, I would say that an integrated approach that takes into account, not only the prevalent communication platforms/technologies of the day, but also customer preferences and demographics, will be key to an effective engagement strategy. To adopt a strategy that excludes will be shortsighted. This moves the discussion away from a technology-focus to one that focusses on creating an underlying platform that is agile and flexible enough to accommodate such emerging technologies.

Hi Caty,
I'd be interested to know the outcome of the discussion. When talking about SCRM is it only a social version of CRM or is it a CRM system with an integrated social element for those customers that are on social channels? Assuming that all customers will engage on social channels is a really dangerous assumption for the future growth of the company.

Adrian

I think social media needs to be a part of marketing's mix of tricks, but cannot be the only channel unless you definitely know the target audience is there. Provide multiple touch points with your buyers; social media is one way. Think of using e-mails and content as well. Social media ties all these things together.

If the client doesn't engage in any social media, then obviously you're off their social media radar because they don't have one. For this situation, I think back to what I would call "mirroring" in a sales call. I am a believer in the theory that there is much to be gained in dealing with an individual prospect if you can mirror or adopt their terminology, pace, and communication preferences. I would apply the same strategy to an organization. If they don't do social media then instead of a radar screen they could be looking at a wind sock. You have to figure out how to be "seen" by figuring out what they do look at.