Are you listening? All of the communication occurring in social channels can challenge our listening skills. How are we sure that we are listening in the right places? What should we be listening for? How can listening translate to tangible benefits for my business or organization? Those are only some of the pressing questions that companies are attempting to answer. As companies move down the inevitable path of co-creating products and services with customers, social channels will become an increasing source of ideas and innovation. The business imperative for customer intimacy will drive many company strategies over the next decade.
I highly recommend this article by Mark Suster titled The Power of Twitter in Information Discovery. This same author has written a piece on Twitter’s use cases, which is also a good read. For those that still think Twitter is about telling people what you had for breakfast, these are must reads. I agree completely with his perspective and use Twitter in a very similar manner.
This Press Release from Verint continues the Social Media and customer service drum beat. The recurring themes are:
- A growing challenge to identify, collect and act upon data delivered through an expanding number of customer communications channels
- The need for an aggregated and unified view of customer data across all channels
- Analysis that delivers insight drives rapid and informed action
- Companies are not equipped to analyze the interactions that occur via email, chat, social media, forums, etc.
- There is a heightened need for text analytics. Solutions that mine interactions and feedback across multichannel customer communications – including email, chat, blogs, review sites, social media and other text-based channels – continue to emerge
- Workflow delivers insight to the people that are best equipped to manage issues, address specific customer service concerns, or get ahead of negative sentiments in social media
CEOs believe that the time has come to reinvent customer relationships. That’s one of the key findings in IBM’s 2010 CEO Study titled “Capitalizing on Complexity”. This belief is based on the following observations:
- The world is massively interconnected, thereby making customer intimacy a priority
- Customers have more options due to globalization and dramatic increases in available information
- Differentiation will come from innovation and co-creation with customers
- The information explosion presents a great opportunity to develop deep customer insights
Widely recognized CRM visionary Paul Greenberg just published a report titled Contact Center 2011 – Back to the Future. Mr. Greenberg has talked about Social CRM or CRM 2.0 for quite some time. In this report, he discusses the impact of the social customer on the contact center. Here is a summary along with my perspective.