In this respect, telecommunications providers, among others, enjoy a dubious reputation. But in other sectors too, a lot of information remains in people's heads. Agreements made do not automatically find their way to a structured form of registration. Salespeople sometimes forget to share the details of their contacts and the content of their customer consultations with colleagues in the company. In the commercial hustle and bustle of a sales process, a lot of phone calls are made, while crucial information could simply have been available.
Only those who have their structural information provision in order can venture into the unstructured adventure. Using proven tools from the business intelligence corner, unstructured data, such as texts from Twitter messages, can be analysed for keywords. chile phone number list The results of these analyses can then be classified and recorded in a structured form, for example in a CRM system. And only then can the most effective proposition be put together or the right response formulated based on the acquired knowledge about the sentiment of the target group. Those who can do this are high on the CMM ladder.
Immature organizations will first have to map out what is being reported about them via Twitter, for example, so listen and understand. In their customer interaction, they cannot do anything with that for the time being. A cultural shift must first take place. Do employees participate in LinkedIn communities, do they blog and contribute to wikis? Does the own website offer possibilities for interaction, chat and forums? Let employees experiment internally with social media instruments first.