The Journey Of The Social Customer

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    Social media, while too often far down on the list of priorities for most businesses, is certainly a primary focal point in our personal lives today. The data itself is clear: Social media has become the world’s most popular online activity of all, and perhaps the top digital activity of any kind.

    The calls for change have been happening for years; businesses that don’t move into the same venues where their customers spend the most time stand to lose out when it comes to opportunities to engage with and do business with them. Most businesses have heard all of this before: change now or fall behind.

    However, for many organizations, it’s not clear how to move ahead. An example: the language of updating organizations with social media is fraught with peril, meaning that the thinking therefore is, too. Social media is still a consumer phenomenon that wasn’t originally designed to support business needs. Unlike so many previous technology advances, this one was not created by business or intended for it. Ask anyone who has tried to adapt social media to their organizations and they’ll tell you that business usage is often an afterthought.

    But this state of affairs can no longer be tolerated. Far from it, particularly as the evidence increasingly weighs heavily that organizations that broadly embrace social perform substantially better than those that don’t. There is also strong evidence now that companies with above industry average levels of digital revenue will outperform their peers. Studies from McKinsey, AIIM, IBM, Frost and Sullivan and many others have verified this as well.

    But it’s the mindset of the social world, where everyone knows what everyone else is doing, and perhaps even thinking, that may very well be the hardest to adapt to and instill in our corporate culture. It’s a world where those who know how to tap into global knowledge flows in social networks on the “edge” of our businesses will succeed. Thus, we need a new vocabulary for understanding not only our businesses, but how it will deeply affect the entire experience of our customers, from beginning to end. This transformation of thinking and working is required in order to access the significant benefits of truly remaking how we engage with the market.


    Rethinking the Customer Journey in a Social World | Forbes

    See Also

    Adapting to the Era of Deep Engagement | Collaboratory

    Listen, Analyze, Respond: The Virtuous Cycle of Social Business | Collaboratory

    Choose Your Social Business Strategy Before Your Tools | InformationWeek

    Your Social Business Co-Pilot: An Agile, Emergent, and Decentralized Strategy | ebizQ

    The Operations of a Social Business | Collaboratory

    Moving Beyond Systems of Record to Systems of Engagement | Collaboratory

    Six Strategies to Optimize Your Social Business Efforts | Collaboratory

    Getting to Effective Social Business Results: Applying Culture Change | Collaboratory

    Is it time for a C-level social media executive? | ZDNet

    The Social Business Index | Dachis Group

    Social Business By Design | Amazon Hardcover (John Wiley & Sons, 2012)

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