Tapping into digital channels to advertise, market, sell and provide customer care is far from new terrain for many companies.

I'm sure you couldn't have missed the latest viral buzz around Argos' truly unique response to a customer query over Twitter. The well-known retail organisation showed it was 'down with the kids' with its innovative response, with their tweets going viral in a matter of hours.

This simple but effective method of customer interaction is a clear example of how organisations benefit from tailoring their service to each individual customer. Receiving a personalised experience is highly valued by customers; it gives a sense of exclusivity and can be a huge driver of brand loyalty.

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