Wouldn’t it be great if you had a complete and up-to-date record of all your customers’ preferences, opinions, and feelings – in addition to a timeline of their touch points with your brand? It’s likely that your customer data could be vastly enriched if it contained all the information your customers publish about you on their social media accounts.

Location-based social media data is one of the best ways to stay informed about your customers’ experiences at your business, so that you can react in the moment, while the opportunity is still relevant. These opportunities can be increased sales, service recovery, or simply the ability to surprise and delight customers.

Before deciding what data to collect, you need to identify what the ideal customer experience is, and then determine what you will need to know about the customer in order to create this ideal experience. The information that a brand could obtain from a customer would likely include general information about preferences and data relating specifically to their visit to your property.

Example theme park customer data:

Contextual data

  • Influencer on Instagram
  • Loves to travel
  • Has children
  • Foodie
  • Links to other social account profiles

During-stay, real-time data

  • Loves the theme park’s funnel cakes
  • Celebrating birthday on May 5
  • Booked dinner at on-site restaurant 
  • Repeat visitor
  • Staying at on-site hotel

Each social post shared by your customers while they are physically at your business is an opportunity to not only engage them in real-time conversation, but to personalize the interaction in some way, whether that’s by giving the customer a voucher for a free funnel cake on arrival or wishing the customer a happy birthday. When the customer arrives, a staff member could offer to take her photo or make some other gesture to make the visit special and memorable.

With a CRM strategy that integrates social data, you have insight into your customers’ past and present experiences on your property, and the ability to load a current view of their social activity at any time, providing you with contextual information.

Responding in real-time

Incorporating  social data into your strategy is the first step, but if the data isn’t actioned, it has little value. Relevant information needs to be funnelled to the right staff members in real-time so that they can act before the opportunity is missed. Depending on the situation, a response even a few hours later can be too late. Not only do front-line teams need to be alerted, but they also need to be empowered to act on information as it comes through.

The social data gathered from one visit has the potential to allow you to create a richer experience on a return visit. Each data unit is a building block for you to build the ideal experience for that particular customer as well as your relationship with them. In a time-crunched world, your best bet may be to seek a social CRM solution that can do this for you automatically.