Winning new customers means knowing who they are -- and focusing on them as individuals, writes Flavio Martins, vice president of customer support at DigiCert. Social media is a key tool in doing that, because it lets you hear directly from customers and respond immediately, he writes. And that's just the start. "When it comes to truly winning over every single customer, issues start and end with seeing each customer as a person and a human, first and foremost," he writes.

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