Businesses have 'forgotten how to converse with customers'

Customer relationship management (CRM) and similar forms of business management software may need to be preceded by simple skills in relating to others, according to an expert.

Jason Falls, a social media consultant and blogger for socialmediaexplorer.com, explained that marketers have forgotten how to hold conversations with their clients because they have been told for a number of decades to simply yell at them instead.

He continued: "Now that consumers are rejecting that approach, all the classically trained marketers are looking around at each other wondering what to do now.

"All they need to do is act like human beings rather than marketers and they'll probably cross that gap."

It follows a study by New Media Age, which concluded that some businesses were not taking advantage of social media as much as they could be.

Observing the Twitter activity of 500 brands in the 2009/10 Superbrands list, it was found that only 130 have a presence on Twitter, 50 use the site daily and another 54 tweet once a week.

No presence at all on the micro-blogging site was found for 74 per cent of companies.

Small Business Management Software from Atlantic Global OnDemand.

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