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Social Customer Analysis

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2.3.2 Social Customer

A social customer is anyone who talks about products or services, either online or offline. Compared to the social customer, the traditional customer is the one who bought products and services and made buying decisions based to a great deal or on utility and price. Such a traditional customer communicated with the companies by letters, phone calls, and occasional e-mails, if they had the facility to do that. However that type of customer changed due to a significant technological and social change. From businesses standing point, the customer seized control of the business ecosystem giving birth to a new customer ecosystem (Greenberg 2009).
The term “social customer” refers to people who are shifting their trust away …show more content…

According to Greenberg Soccial CRM assumes a total different paradigm but more importantly emphasizes the classical transactional model of traditional CRM. Thus, he supports the notion that traditional CRM is, by itself, insufficient to develop businesses in the way it traditionally did; but the integration of operational capabilities of “traditional” CRM with the new social capabilities of social networks provides a range of powerful new approaches and tools to actually succeed more effectively than before (Greenberg,

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