Customer Empowerment

Alifa Zulaykha,  2301944891

 Customer Empowerment

The Internet and the advancement of digital technology have fundamentally changed things in marketing. Armed with a lot of information and opportunities, customers no longer play a role in passive marketing communication. Traditional communication approaches eventually changed and eventually forced companies to interact with customers quickly, openly, and continuously. In the digital age, customer engagement is becoming increasingly important. More and more companies are using social media platforms with engaging content so they can interact with customers, such as sharing interesting and current tweets or responding to comments and complaints. But big brands not only interact but also strive to empower customers.

Customer empowerment, commonly known as customer empowerment, is a strategy for engagement by giving customers a sense of control over a brand’s public offering. This allows customers to influence marketing decisions that require interaction between brands and customers.

Customers will at least think about the brand and the relationship with that brand in every interaction. In some cases, this engagement involves thinking about what makes a brand offers unique to them (for example, when thinking of a new ad for a product). Customer empowerment, therefore, means a deeper relationship with the brand.

SCRM (Social Customer Relationship Management) is a CRM (Customer Relationship Management) supported by a social media platform where customers can engage in conversations, shares, and other interactions that benefit all parties and build trust as a form of consumer service that focuses on building long-term, sustainable relationships between brands and customers.

SCRM brings two things together, social media and people. SCRM is designed to engage consumers in conversation through social media platforms. SCRM provides benefits for sellers, namely increased trust, consumer loyalty, and increased sales. While consumers will provide faster service, social engagement, and product improvement. SCRM is a business strategy segment that addresses how companies adapt to social customers who are part of social networks, do social spending, and know well the rights as buyers and how to use them with their expectations regarding the company.

Reference

Pickles, O. A., & Puntoni, S. (2016). Customer empowerment in the digital age. Journal of Advertising Research,  56(1), 4-8.

Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. (2012). Electronic Commerce: a Managerial and Social Networks Perspective 2012. In Commerce A Managerial Perspective (5th ed.