The Internet was mentioned as major component of the new media. Access to new media is very important if it should be concluded that new media has a fundamental role to play in customer relationship management. To discuss access to new media however, it seems just right to first identify the various forms, kinds or types of new media. By knowing what they are, it becomes easier to learn how to access them in relation to customer relationship management.
Expanding further from the Internet, Melanson (2011) names social networking sites, blogs, cyber chatting, video sharing sites and advanced cellular communications in the last twenty years as the major components of new media. Building on from Melanson’s point, Karr (2011, p. web) and Angelos (2011, p. web) narrow their discussion on the role of new media in customer relationship management to social networking where they talk about customer relationship management with the use of social media or simply put social customer relationship management.
But without disputing that social media is the most popular form of customer relationship interaction adopted by most companies in the wake of new media, it is also important to pay attention to other benefits and uses of new media other than social networking or social media.
As in Melanson’s submission, companies and businesses can access their customers and make their customers access them by using new media features such as blog, video chat and advanced cellular communications in addition to social networking. Companies should be able to use specially designed websites to publish blogs and videos that will make customer participation more visible.
They can also adopt simple techniques such as the disbursing of e-mails, SMS, MMS and other reminders to cellular devises of customers.