How Small Businesses Can Use Social Media and Technology for Customer Service

April 17, 2011 - PRLog -- Customer relationship management isn’t just the domain of big brands, and these days, more and more companies are offering free online tools to make it easier for SMBs to keep track of and reach out to their customers.

For some SMBs — whether they’re brick-and-mortar shops or online businesses — being able to monitor customer feedback, respond to complaints and help answer questions across a wide variety of websites is incredibly valuable, and it establishes a rapport with customers, who are likely to spread the word and praise the SMB for its outreach.

To get a better understanding of what the CRM tasks are and the best tools to accomplish them, Mashable spoke with Marsha Collier, who wrote the book on online customer service.

Collier says that when it comes to reaching out to customers on the web, small businesses actually have an advantage over their corporate counterparts.

“There is the opportunity for more communication within the company, more chance to build a customer-centric culture. They don’t have the issues of having to pass new ideas through meetings and legal department. If the owner/president is involved and the lines of communication are fairly open, they can turn on a dime and beat the competition,” she says.

Given the agility of a smaller company, Collier says that while there are lessons to be learned from larger corporations’ social media campaigns, the most important part of bringing your business online for customer interaction is that you’re creating a personality for your company and giving your business a face. “When you engage the community, you personalize your business. Your business is no longer a store or a website: It’s a person.” And at that point, Collier says, it’s vital to communicate promptly and personally, which can be time-consuming.

“I know of small business owners who continually monitor social media platforms for mention of their businesses. They get text messages and try to direct the issues immediately. I even heard of a brick-and-mortar restaurateur who got a text about cold French fries at his location. He texted the manager, who then showed up at the table within minutes to diffuse the situation.” Read More: http://www.batteryfast.co.uk/battery-technology/how-to-ma...

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