Posts Tagged ‘call-center’

Buyer-Enabled Bill of Rights

February 6th, 2012

We created a Buyer’s Bill of Rights a couple of months ago, but didn’t have the right context to explain the “why” of Buyer-Enabled, but now in context it is becoming clear that this is the “how” to become buyer-enabled in your engagement within your markets. Imagine if all vendors treated buyers this way how amazing our buying experiences would become. All movements start with a “moment” and a core of early evangelists. Here is to hoping this one catches on…. please, soon…. and start with the worst offenders who provide lights-out customer service… I mean literally “no one is home in our call-center bad service”… or the “SPAM to your inbox chokes” marketing offenders. Continue reading “Buyer-Enabled Bill of Rights” »

Social Media is Raising the Bar on Enterprise Relationships

January 4th, 2011

I admit it. I have used the phrase “Relationship with the Brand” at one point in my career. I am now officially classified as a recovering “brand” guy.

 But, then again I have also used Customer Relationship Management to describe a customer relationship with the same seriousness. I have also come to the revelation that CRM really stands for customer record management.  I am also now officially classified as a recovering “CRM” guy too.

 If I keep this up, I won’t have many corporate friends left.

 In all seriousness, the state of the technology is improving and we are seeing the impact of social media on the corporate view of “customer relationships”. If you ask almost any senior executive about the importance of customer relationships, or any enterprise relationships, you will get an absolute affirmative. All of them would agree that relationships make the difference in business, but they would be challenged to express how relationships have a direct tangible benefit.

Continue reading “Social Media is Raising the Bar on Enterprise Relationships” »

2020 – Forecasting What a Post-Social Business World Looks Like

October 14th, 2010

In an earlier post, I described that we are now at a post-digital point where buyers don’t care whether the interaction is digital or not. As I was thinking about it, I thought I would outline what a 2020 post-social world would look like. A point where social was so ingrained in our behaviors that social didn’t matter. Yes, I am possibly going to be wrong on most things or the timing (think 1950’s forecasting flying cars by 2000), but interesting to see how much I get right over the next 10 years. (Yes, I know this will still be out there on the web floating around).

Smart Markup Language (SML) – Think HTML, XML, and Web Services for the semantic and social generation. This language will allow applications to share and consume smart applications and will include semantic tags, pre-built categories of tags, descriptions of taggers (history, context, etc), and support for smart apps to apply processing and preference handling.

Smart Applications (Smart Apps or “Smart Asses”) – Component applications designed to consume personalization and plug-in-play assemblage.  These applications will contain configuration for systems, information, data, and user preference management elements.

Social Objects- The definition of social will blend back into the background. Everyone will become a social object. The definitions of relationships won’t have to be pre-defined, but rather a seamless spectrum from transactional to permanent. Much like how people interact offline today. I need to buy something from a vendor, I interact. I want to connect with a friend, I connect. The idea of my own social network will disappear as people will not define how they share things with fixed labels. I will share some things with some friends, or some colleagues or the world depending upon my preferences around the information or application.

Personal Digital Assistance (PDAs) – Won’t be an AI, but rather a series of smart applications designed to work together. Communications, information, contacts, work-flow, presentation, etc will work to present information and support your environment. The idea of personal versus professional will no longer be limited dimensions (time and location). I will share information and collaborate with whom I need to, when, where, and how on a personal and informational level. My PDAs will screen, catalog, filter, and connect me to the right people, information, data, and applications as needed. I will set personal guidelines for when I respond to certain types of information, communications, etc. I will set priority codes for individuals so that my wife can always reach me for emergencies. As for that annoying co-worker, you seemingly are always busy, right?

Smart Information Grid- Markets, businesses, and communities will be highly connected in a series of Smart Apps, Social Objects, and PDAs. Businesses will be architected to plug in the right people, information, data, and applications to get the job done. The idea of a fixed information architecture will move to a more dynamic, consumption driven architecture. Think the idea of a network of applications and people working together. Virtual will fade away as the need to define what or where something is will be irrelevant.

At the end of the day, it doesn’t really matter how long it takes to get there or even if we make it to the vision above. The reality is that these trends are emerging today. The idea of virtual work and the fixed idea of work and personal are blending. Applications are becoming smarter, interfaces are becoming more personal, and social networks are proving that the rigid structures of traditional applications don’t really need to be so structured.

When you apply this to consumers, you also realize that the over-automation of the web-based, self-service model of customer experience is really a dinosaur, but only now are we seeing the tools emerge to make these tools extinct. For those who have sat on the phone waiting for a call center to fix a problem, it can’t happen fast enough.

Corporate Social Media Roadmap

June 16th, 2009

One of my contacts on Twitter posted a reply back that “Social Media is a Fad”. I have been thinking about that for the last couple of days. There is a tremendous amount of momentum around leveraging social media for business. This isn’t the first time that I have heard this in the last several months, but I guess perception is reality.

So, to that end, I have outlined a social media roadmap for those who are trying to “figure out” if the hype will lead to something real. I have been around enough to have seen this conversation a few times; websites, ecommerce, web applications, and now social media. This simple roadmap is targeted to those who want to do something, but are having a hard time presenting a business case, especially in this economy.

Social Media “Crawl”

  • Make sure your team has a complete profile on Linkedin -It would be nice if they were on Plaxo, Facebook, Twitter, etc.; but make sure that the profiles are complete and up-to-date; including past roles. For a lot of potential buyers, awareness of your company comes through an employee’s profile. Make sure they have a good impression.
  • Make sure that everyone has the same basic description- For the company, links to the various pages on the website (including one to careers). Also, make sure there is consistency in the company name (ie. Abbreviations, LLC on the end, Website name, etc)
  • Create a social media policy for employees- There is a fine line between personal and private. Social media can blur that line, especially on Facebook with pictures. Make sure that policy also includes connections to partners, vendors, customers, and other employees. I am not recommending that you curtail their ability to interact with online relationships, but make sure there is protection for the company.

Social Media “Walk”

  • Inventory Corporate Online Relationship Networks – You will be amazed at who your team is connected and no one else knew it. “I needed someone who could do this” or “We need an introduction to X”.
  • Identify who or which companies are missing – a key to successful networking is getting outside your own network. A lot of times it is the 3rd degree relationships that can produce the greatest opportunities.
  • Run a networking program for employees – Sales people and Executives generally know how to network, but the vast majority of employees don’t. But, they represent the vast majority or potential introductions as they had lives and experiences prior to joining the company.
  • Build an Online Relationship Campaign- This isn’t going out and collecting 25,000 random twitter followers, but building online relationships (across multiple social media sites) with the key influencers, bloggers, buyers, vendors, and participants in your industry. If the saying is “Sell where the customer is…” ; you need to start a program of connecting to them online.
  • Start an enterprise blog on your website- designate a team approach to creating an online thought leadership center for your company. Tie your blog updates to your social media participation. I update my Linkedin, Twitter, & Facebook every time I create a new post. It provides content and value for your connections; at the same time, creates a call to action for your website.
  • Cross Pollinate Your Traditional Marketing Database with your Social Media Contacts- I add all of the new contacts that I meet into my Linkedin and other social media accounts. Social CRM is becoming the new “hot” thing as companies are trying to manage the multiple (potential) customer communication channels.
  • Multi-Channel Marketing now Includes Social Media- I have been integrating my social media contacts into an email campaign list that I send my weekly blog digest. I have gotten a tremendous boost to my blog traffic by integrating email, social media, and traditional networking. A multi-channel, integrated approach allows you to reach the potential customer where and how they want to communicate. Especially with our busy schedule and email overload, don’t assume because they did not repsond that they are not interested. They may not have really “seen” the message.
  • Be Respectful- don’t SPAM your social contacts with random messages. Make sure that what you send them provides value to your network. They may not want to buy, but they will respect your attempt at providing value to the relationship and credentialing your thought leadership.

Social Media “Run”

  • Building your own online community into your corporate website – Use social media components to create a more compelling interaction on your website. Also, this provides great search engine optimization, thought leadership, differentiation, lead qualification, customer experience management, etc.
  • Build public, semi-private, and private group areas in your community- Provide value without a login through public groups, but encourage them to sign up (membership) to see a lot more. The private group areas are then used to continue the sales pursuit and provide individualized customer support.
  • Integrate your community with your marketing and sales activities- By integrating your online community, you provide a call-to-action for your outbound sales and marketing efforts. Also, this allows you to leverage your corporate website more effectively during the transition from marketing awareness and interest to sales process and lead management.
  • Integrate your community with Social Networking sites- Google, Facebook, and Linkedin all have member APIs that allow someone to use their membership in third-party communities. This removes one major obstacle for people to participate; the dreaded sign-up.
  • Integrate your community with your Enterprise Systems- Integrating your existing content and data with your online community is important because it allows you to leverage the investment in your existing CRM, ECM, etc. systems more effectively.
  • Leverage Web Analytics and Lead Scoring -An online community provides a trememdous amount of interaction data that can be measured, scored, and utlized for lead qualification.

Social Media “Sprint”

  • Integrate your business processes with your online community – Customizing the interactions of the community for your business processes; customer experience management, sales support, Call-center, project delivery, supply chain, partner management, etc. This means that different audiences interact within the community, but have personalized experiences based upon their roles and goals. I serve up a different forecasting dashboard in the Product Management Group versus the Sales Group.
  • Reimagining your Information Architecture- Some of the leading organizations are rethinking the traditional ideas around organizational Intellectual Property. They are begining to build flexible information architectures whereby the “community” is really the presentation layer for their corporate systems. They build interfaces as “application mashups”. Your access to information and applications is based upon just-in-time rights management. If I am working on a project, I get invited to the project group that has all of the project history, notes, documents, and applications that I need to interact with the project team. This also then is extended outside the organization to partners and customers. The enterprise is no longer a “castle” with a moat and a drawbridge, but a modern city with buildings, doors, locks, security systems, etc. This allows for more effecient business scalability.

At the end of the day, I don’t see social media as a fad. I think the hype factor will dimish along with the effectiveness some of the early adopters have been able to drive, but I see online social interaction as the next logical step in the evolution of the web and business.