I used to be a secret shopper. I’d go into a business, buy something, ask certain questions, and then report back to the company detailing every aspect of my visit. Restaurants were my favorite stops. It was nice getting reimbursed for the occasional meal, but the work meant more than that to me. In truth, I felt a sense of satisfaction and empowerment knowing that my feedback was valued and might prove important to the company and its customers.
With today’s social media, we’ve all become secret—or not so secret—shoppers. We share information electronically with friends and complete strangers about our consumer experiences. The latest issue of Teradata Magazine explains how companies can incorporate social media into their CRM strategies to piece together a more complete picture of their customers.
JC Penney, for example, used social networking to recreate its lingerie brand Ambrielle. The retailer listened to customers through an online community, then acted on their input. This approach lets the company actively engage with an entire community of customers, which helps build stronger relationships.
Whether you’re a secret shopper or part of an online social network, it’s comforting to know that some companies really do care what you think.
Brett Martin
Associate Editor
Teradata Magazine
