Not everyone associates ‘nimble’ with business relationships – but Jon Ferrara does. The co-founder of the popular CRM system, Goldmine, has launched a social media customer relationship and engagement system called
that he predicts will allow users to forge a stronger, longer connection with their customers in a quick and easy manner.
According to Ferrara, Nimble fills an important niche in today's market: a social business tool which enables companies to reach out to their customers quickly and effectively. To Nimble's creator, the term ’social business’ refers to how firms create links with their clients. “Business is social,” he says. “You used to go into an office to build a relationship. Now, we do it electronically.”
A cloud based system, Nimble works by integrating every one of a user's social media and email accounts to create a broad picture of what that person is saying on the Internet. Nimble users can then collect information by tracking comments on Twitter, LinkedIn, Facebook and other sites, and create a database of people who are talking about the their business. Using the database, Nimble clients are able to reach out to the people who are talking about them and create a link.
Before the advent of social media, companies relied on sharing their message with consumers through advertising, Ferrara explains. However, on sites like Facebook and Twitter, end users can now have conversations with each other about the business. If a company is smart, says Ferrara, it will not only listen; it will engage with the customer and create a connection with him or her.
Ferrara stressed that the product is not intended solely for marketing departments. Nimble is meant to be used by everyone at a company. After registering with Nimble, employees log on to create a domain where they can enter their social media accounts as well as their email addresses. Their online and email communications are visible to the rest of the firm, which makes it easier to track whether a team member has dealt with a social message or not.