The power of Big Data technology is being successfully applied to understanding such complex unknowns as consumer sentiment and even intent. That understanding then vastly improves how retailers and myriad service providers manage their users’ experiences — increasingly in real time. Fortunately, today’s consumers are quite willing to share their intents and sentiments via social media, if you can gather and process the information. Hence the rapidly developing field of social customer relationship management, or Social CRM.
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