Create a Social Business
engagement processes and the ways in which interaction and participation with social content can connect your audience with your brand (for better or for worse!). Built into the engagement process is a recognition of the new role of the customer, now much more of a participant in the marketplace and increasingly in the businesses and organizations that serve it.
The final foundational element of the social business ecosystem and its collaborative processes— exposed the collective knowledge of the Social Web and showed you how to use it in building, running, and evolving your business or organization. Collaboration between the business as a whole and its customers is the hallmark of a social business.
The Innovation Cycle
The combination of social-media-based marketing and the application of Social CRM is powerful. Connecting customer intelligence and what is learned through active listening deeply into your business results in a customer-driven innovation cycle. Driving your business or organization according to your business objectives is always your end goal. In combination with an understanding of your audience, your business objectives are what dictate the specific actions you need to take.
Understand the Conversations That Matter
Listening to the conversations in your marketplace is the starting point in becoming a business that deeply integrates customer input. The application of more rigorous analytics to these conversations yields clues as to how an organization might use this input to improve a product or service. It also reveals why the highly recommended crossfunctional work team approach to managing the Social Web is so essential.
Touchpoints are my passion. As a product manager, I was immediately drawn to the simple reality that everything I did in terms of product design came down to one customer moment. That moment is, of course, the point in time when a customer uses and experiences some aspect of the product I’d designed or brought to market. That moment, and only that moment, is the single truth that exists from the customer’s perspective. What happens when your customer plugs it in, turns it on, calls with a question, or shifts it into drive.
Touchpoint Analysis: Bengaluru International Airport
In the course of traveling, I had a remarkable experience at Bengaluru International Airport My checked bags were waiting for me on the baggage carousel less than 10 minutes after my plane landed. Coincidentally, I met Anjana Kher Murray, the airport’s Director of Public Relations, the next day in one of my workshops in Bengaluru where, to her delight, I used the baggage example in my discussion of touchpoint analysis.
Social CRM and Decision Support
Tracking and measuring the dynamics of a marketplace conversation to understand sources of influence, spot problems, and create loyal advocates is largely what drives the current interest in social analytics. Beyond this, connecting the impact or more correctly, the underlying cause of these conversations deeply into business processes defines the emerging discipline of Social CRM.