How a poor customer relationship management capability can reflect badly on a company

In an ever increasing digital age all companies are desperate to get greater stickiness with their customers seeking all manner of personal contact info and asking you to like their Facebook page and retweet their least catalogue but all this insight requires sophistication. Recently I blogged about a company where I was thrilled with their customer experience and could see an opportunity for them to market this capability harder to differentiate. I tagged a twitter link with the companies twitter ID so they would have the opportunity to hear my feedback and use as they wish. A few days later they send out a generic feedback request with links scattered all over it to social media sites but it is clear they are not listening. Eagerly scrabbling about for customer insight and failing to maintain the channels. Social media is a tough nut to crack corporately but if your going to join in the game then you really need to think through what that means to your other customer touchpoints and manage the customer journey. What was epic unfortunately becomes somewhat tainted.