Funny thing about customers, they do not seem to follow a Map.
In the good old days, if you wanted to plot a course, you needed a map; a physical piece of paper with roads, highways, streets and avenues written in different colors, big fonts and a picture of a compass near the corner. Unfolding a map was easy, closing it back up the same way was really hard.
When you traveled to a new city, you needed a new map. When you visited that same city again four years later, you needed a new map again (because the previous map was carefully put in a spot you would not lose it — it is still there).
When traveling with the family, the course was carefully plotted; stop here, visit there, spend the night … right about … here! Somehow it became a journey an adventure, more than just a trip.
If you commute to work every morning, you do not need a map, well, not usually. The route is the same each day, unless there is traffic, then the commute becomes an adventure, with plan B and C close at hand. There are highs — a hidden restaurant or rainbow out the window, and lows — traffic, construction, a snowstorm. Some things can be predicted, some cannot.
Customer Journeys are not Static
A funny thing about customers, they do not often follow a map. The customer relationship with their vendor or service provider, from first touch, to purchase and support is a journey. Some portions can be predicted, some are hard to predict. Even if you had all the correct data, personal information and preferences, what would you do? Is it possible to manage the customer journey?
Each customer has a unique channel preference, web search, community, social media, talking to friends, talking on the phone, sending an email or browsing through the store. Some like one of the above, some like all of the above. Do you plot their course, push them in a certain direction? It might be easier for you, but is it easier for them?
We as individuals like to be treated as, well, individuals! Today, we live our lives in a high gear, always running and fighting against the clock, time never seems to be our friend. We hate to read long emails, but we like blogs (why is that?). Listening to telemarketing calls is annoying and we skip commercial ads by time shifting. When we go out to the store talking with shop staff is not a priority.
So, if we feel that way as individuals, why do we assume in our professional role that things will be different? Why don’t we follow the basic “don’t do to others what you don’t want done to you”?
Planning the Journey Versus Adapting to Course Correction?
With volumes of data available to you, telling you and your team exactly where customers went, how long they stayed on a page, what they searched for, giving insights into likes and dislikes, the question should be, “what are you planning to do?” [with all this data]. The information collected through all the touch-points with all the customers and all the transactions that they have with you must be leveraged to get into one point of personalizing the experience and get the most out of the relationship. This, however, is not managing the journey, nor the experience.
This is simply trying to make each journey, each experience along the way better and more meaningful.
In the past and unfortunately in the present the CMO and CIO do not quite understand each other. It is a bit like the CIO is building the roads and the CMO are building the attractions. What good is one without the other?
CMO and CIO should be close partners, friends, allies and peers. They should both work together to get the personalization of brands and the to leverage the experience of their customers. They can only achieve that by combining the communication channels with the right information at the right point in time — this is called context integration. The communication should be tailored to each customer, based on all the information that the brand collected about each customer. And the information should be stored and worked in every experience that the brand has with its customer.
It is not about managing the experience or controlling the journey. It is about understanding your customers and the roads they like to travel. Brands can only be successful in the future if they adopt new strategies to provide value along the journey at each step and enhance the experience for their customers and they can only achieved that, by listening, learning, engaging and understanding.
This post was written with the help of Jorge Teixeira da Silva, Head of BI at DRI, has over 20 years of experience working in CRM and BI. Jorge spent time at TMN, Portugal’s largest mobile operator. Jorge adds a layer of analytics to several projects, directly via BI and also embedded in CRM and BPM based projects. It is reposted from a submission to CMSWire
Community: a group of people sharing common characteristics, common history or common social, economic, or political interests, often located in close physical proximity to other members; interactions are usually face-to-face. 1
Online Community: Same as above, with two big caveats, the proximity is virtual and interactions are digital. The small caveat is that online the commonality among members might not be as significant, but are just as real (like shared product, service or technical interest).
It is not New, but it is Different
What should be evident is that the idea of a community is not a new concept. What is new, however, is the transition from physical proximity to virtual proximity. In the purest of context, virtual communities began about as quickly as the Internet itself, predating the Web or fancy graphical interfaces. Virtual communities progressed from bulletin boards to forums and now we have something even better. What we have now are enhanced graphical capabilities and multiple device support; the user experience is better. One problem remains; integrating communities with the rest of the business. Too often, communities are sets of isolated conversations lost in the vastness of the web.
Communities should be used to bridge the gap from social media conversation to digital interactions with a purpose? Today many organization are trying to figure out how to leverage social conversations and these new connections to deliver a better customer experience. Customer communities are great way to accomplish this goal. As much as we would like to do it, taking the online conversations people are having about your company in Facebook and Twitter and dumping them into a CRM system just does not provide a whole lot of value. As you have learned with forums, your customers really do want to connect with you and while the basics have not changed, customers expect more as does your business.
But. In order to really leverage the benefits from social, you have to bring together people, processes, and technology necessary to listen, guide, and engage your customers in the digital world. That means paying attention, understanding who your customers are, and providing them with relevant information for the appropriate stage in the customer lifecycle. In that way, you can truly leverage the capabilities of social media to deliver the kinds of customer experiences that will keep them bringing their business back again and again.
Communities provide a smart way to build engagement in a way that provides your customers with navigable issue resolution, as well as to provide feedback and insights to you and your team.
A customer community allows you to collect and analyze data, derive insights about your customers that will then allow you to provide them with relevant, appropriate information at key points along the journey. Today’s forums, or customer communities, can be strongly linked to social networks in order to maximize insight, streamline campaigns, and drive organizational shift to bring your company into the social age. But we’re getting ahead of ourselves.
Customer Experience is the superset of sensations, emotions and perceptions felt by your customers before, during and after product or service use. Enterprise Customer Experience represents the people, internal processes and technology required to listen, guide and engage your customers in the digital world; all towards creating better and enhanced experiences. Designing positive experiences begins with understanding needs and wants. Seems logical right? How else can you understand what your customer’s wants and needs, if you do not listen first?
The very next part is to prove that you are listening, if actions do not result, then it is not really listening at all. Yes, in this day and age, you do need to provide proof. For, example, if you do not plan to take any actions based on what you hear, are you really listening? That said, there are many ways to show that you are listening. The first is transparency, allowing people to see inside the organization where they can witness what you are doing, often at their bequest. The second, more interesting way is to specifically give people what they are looking for, as in information, service or a product enhancement.
To customers, being open means more than simply looking through the window, but being able to walk through the front door and participate. An engaging conversation is one where all voices are heard and respected and no one is simply listening, waiting to talk. In order to improve customer experience, you, your team and the whole organization needs to convert the listening to information that can be used to collaborate, co-create and engage at a personal level with your customers. This will take analyzing the data, providing relevant, consistent content, where and when your customers want it, need it and are expecting it.
It is time to move beyond what needs to be done and why it needs to be done. Some parts of your organization are more advanced than others, some are ready and some are not. The starting point should be clear. What is less clear is exactly HOW to progress in a uniform fashion from understanding what needs to be done, to actually doing it. It is time to progress from departmental Social Media initiatives to organizational digital communication programs. These programs should have defined and coordinated objectives. As the team and understanding of the technology mature, Social CRM is next logical step, with both business and technical integration and a digitally aware customer data model. Internally, CRM will have certain objectives, but it is time to add customer centricity, directed individual engagement and customer collaboration to those objectives. Finally, the end-game, Enterprise Customer Experience. Just my name for it, I suppose, but it seems to fit.
I put together a few slides where I tried to visualize some of my thoughts. The copy is taken from a white paper we just released as well. If you would like a copy of the white paper, please just send me an email mitch.lieberman – at – dri-global.com and I am happy to forward it along.
Social Media Initiatives are too often:
- Departmental and Uncoordinated,
- Loosely defined and with soft qualitative objectives,
- Lacking strong guidance that aligns with corporate vision
- Have little or no Governance or Oversight
- Driven by metrics with unproven value (like, follow, +)
Now to progress from disjointed efforts to coordinated and structured efforts,
Social Communication Programs that are characterized by:
- Multiple, linked digital initiatives,
- Defined and Coordinated goals (across departments),
- Agreed to processes for Content,
- Modestly Mature Governance,
- Data Capture and Burgeoning Analytics,
- Tighter agility to act upon lessons learned.
It takes maturation of the organization to make this progression. It is important to not that up until now the discussion is much less about technology than it is about people and process. Once the organization has matured, it is then possible to reach enhanced customer experience through Social CRM by further integrating more baseline technology, carefully and methodically.
Social CRM sets the course for creating better Customer Experiences, through:
- Coordinated Customer Facing Communication Programs,
- Both Technical and Business Level Integration,
- Advanced Analytics that Improve Customer Insights,
- Mature, Modern, Customer Data Model,
- Personal, Customer level Interactions and Engagement.
Now things start to get very interesting. Just when everyone was comfortable with the buzzwords, we are now ready to dump the term ‘Social’. The team realizes that social is a characteristic of people. The term is dispensed with and for the purposes of Customer Experience, the CRM platform is now in charge of the digital data and used for specific purposes.
It is time to execute CRM, across the Enterprise:
- Data, information and knowledge is universally accessible,
- Content and digital assets are consistent and shared,
- Back-office to front-office Collaboration creates efficiency,
- Customer facing processes are repeatable and embedded,
- Community and Customer Collaboration are part of the platform.
Finally, it is time to complete the
Enterprise Customer Experience vision:
- Customer centricity is a reality,
- Directed engagement at the level of the individual
- Analytics are predictive,
- Customer expectations are understood and met,
- Communications are conversational and collaborative,
- The organization is highly collaborative,
- Organizational culture is mature and ready.
In reviewing the Gartner Magic Quadrant a few weeks ago (A review I would not call ‘positive’), I started thinking about the ‘hard to articulate’ components of Social CRM. In techno-speak, we would call this integration, but, integration of what exactly? Many of you might know that I am a bit of an academic, so I dug a bit deeper to see how I might make some sense of where the CRM space is going. What I am getting at is that the hard part, the part in need of evaluation and work is the people and process part. Tell someone to “engage” and what exactly do you mean? It is the part of the process that happens in between the technology, the decision to engage and the conversation. In the real world, we have all spoken first and did the thinking second. With technology, we can do the same, only faster and more efficiently.
Every good space must be filled
As humans, we hate to think of a void, or a vacuum, there must be something there, right? When there is silence, we must talk (anyone with kids understands this!!). Artists absolutely know the value of white space, most of the rest of us do not. In technology, the cool thing about ‘the space between’ is that this is where innovation happens. We do not consider a process to be cumbersome until it takes a lot of energy and effort to get it done. It does not take a lot of energy and effort to get it done until there are lots of steps and manual processes. Techies then try to create an application or a process to make the manual steps easier, automation, efficiency and process control. The problem is that certain things still take a human to do.
Not sure what you think, but I think it is really cool that Google is trying to figure out how to automate driving a car. I would like to see that in New York City, maybe a Yellow Cab, yeah, right, not so fast (I will choose to skip the early adoption phase for that one). OK, how about something simpler, like responding to a person who has a question? A couple weeks ago I went through the help system for a major service provider and I could just tell when the chat responses were canned, it was really annoying. They were not bad responses, nor wrong either, they just felt awkward. In the end, my problem was solved and I did not spend a lot of time on hold. I suppose I should be happy, but I am writing about the awkwardness of the experience, so the jury is still out.
OK, what is the point?
Customer experience is the space between the process you designed and the use of the product or the interactions with the system. Internally, the space between is the efficiency, coordination, collaboration; interactions within the system. Externally, the space between is hard, near impossible to control. It can be guided, lead, but not controlled. The space between is an area of uncertainty, doubt and likely internal arguments. When you begin to measure it, to try to understand it, then it is no longer the space between, it is the end-point, an interaction and something is lost. To understand more about what I am doing these days, please check out DRI.
(No need to cue the Dave Mathews Band)
Every once in a while you meet a person, or a group of people who have an idea or an approach that just causes a subconscious head-nod. As you watch and observe, they carry themselves with confidence, approach work and life with energy and passion. Problems are analyzed, dissected, solutions designed and then the real work begins. This is DRI: a team, group of people a family really, with a big heart, big ideas, more importantly, the ability and know-how to execute.
I could introduce the cast of characters, professionals, humans, friends and peers. That, however, would be self-serving and will happen organically over time. Members of the team cut their teeth in the open source ecosystem, but there is more (much more) to it than that. The shared passion is problem solving, affection for technology and innovation; creative ways to solve the hard problems. Providing value at each stage, to every client, every day is critical. The focus moves beyond what needs to be done and why, to how to execute the vision. It is about goals, objectives, experience, strategy and our customer’s, customers.
What Part Will I Play
I will be building and leading the US team. I will do my best not to break what is already working. I am not here to change anything; I am here to show the US market what we can do. The work was started in Portugal and we realized this is only the beginning. DRI is now a Global organization; DRI Global. I am part of a team, we live, learn, share and collaborate. The countries served now number 5 and it will grow beyond, carefully, measured, with caution and a deliberate approach. We are small, execute with precision and make decisions quickly.
To put a label on what we do is important, but I do so with caution. It will include solutions labeled CEM, CRM, SFA and CMS. Further, it would be great to simply add prefixes like Social, Mobile and a suffix or two like Platform and Intelligence. Sorry that it feels like buzzword bingo; something I am trying very hard to avoid. What if the approach was bottom up; design and build a platform that solved for the specific goals and objectives required by a business? What if the focus was helping businesses to understand what jobs their customers want to do with their products and how technology can help?
We are not going to build everything from scratch, quite the opposite really. We will build on top of solid products, supported by great companies like SugarCRM, IBM, Acquia, Knime and Talend, just to name a few. In the world where outcome driven innovation is the powerful model moving forward, it is the space between the applications that is the hard part. The space between engineering and support, the space between sales and marketing or the space between the organization and the customer, these are the challenges. You may know this space by other names; social CRM, collaboration, workflow, integration or business process.
I am looking forward to this chapter with excitement – feel free to give me a call, send me a note or reach out on your favorite social network to see how we can help! Yes, we are hiring. (If you made it this far, here is the press release)
Mitch Lieberman – Managing Partner DRI US
I need to begin with the following: I have the highest respect for the authors and contributors to the recently released Gartner Magic Quadrant for Social CRM. I am disagreeing with the ideas and concepts, not people. I am more troubled that what was published is so off the mark, as it leads to further confusion in an already confused space. This is not to say that the companies included in various locations are right or wrong either, it is simply the apples to oranges comparison of ‘things’.
Desperate to Call it a Strategy, yet Describe it as an Application
At the outset, the authors describe Social CRM as a” business strategy that generates opportunities”. While I agree with the first part, it is the second part that is the struggle as it takes an inside-out company centric view. The single most important part of Social CRM is that it needs to start with an outside-in view (organizational benefits can still be realized). The focus should be on the needs of the customer, on their jobs-to-be-done, the outcome they want and their experience – it is about the customer, not the company – this is what the social part is about. While many parts of traditional CRM might remain about the company, Social extends it in the right way.
“Social CRM is based on the simple premise that you are able to interact with your customers based on their needs, not your rules. It is an extension of CRM, not a replacement, and among the important benefits is that it adds value back to the users and customers.” (Mitch Lieberman June 2010)
Social CRM is, and always has been about extending CRM, not replacing it. It is about the integrations, the connections; it is about the space between the applications, the enterprise and the customer. It is not itself another enterprise application – certainly not another silo. It is not whether a new class of application can capture content. It is whether the current processes can become more practical and interesting for customers to share content, the capture part is easy and there are lots of applications which already do it. I apologize in advance, but I have never met a software application that can “Build Trust” (Sorry Siri).
“Social CRM, from the technology perspective, is about integration of new channels, Social Media is a channel. Properly, Social Media is dozens of channels, where you need to choose the ones right for your business. The hard part, the real work, is choosing which channels to integrate and then designing the processes around these channels – the people part.” (Previous Post)
In Social, People are the Stars, Applications take a Supporting Role
It is because of the focus on technology and applications that Gartner loses its way here. In many of their other Magic Quadrants, the maturity of the application and/or the technology is critical to the success of the initiative. In Social, people trump technology every time. I struggle to see how any application can “improve self-esteem”. When used properly, I suppose I can stretch a little to understand the thought, but it is much more about the people. Giving access to more information and better information is critical of course, but why is that “social”. Customers do not want to feel more involved in their decisions, they want to be more involved in their decisions.
“Social CRM is a strategy first, but it will not be successful if it is not supported by people, processes and technology with defined goals and objectives. The way customers are interacting with companies and a companies’ brands is changing and this poses a challenge; a challenge of volume of new data, scale and speed.”(previous post)
In the digital age, information flows easily in directions you cannot predict and pathways you cannot control. Your customers have questions, they need answers and they want to be heard; they are a little short on patience as well. At the click of the mouse, people expect answers, solutions and resolutions. Social CRM is about humanizing your organization, it is an enabler of positive customer experience and meeting expectations. The benefits to you are tangible, in the form of loyalty and advocacy.
Social CRM does NOT need a quadrant. What companies need is help understanding how to humanize their CRM practices.
Abbott and Costello are probably my favorite comedy double act of all time. Strike that, they are my favorite comedy double act of all time. I used to watch them every Sunday morning at 11am growing up. Within that context, easily my favorite routine, possibly their most famous is their baseball routine; Who’s on First. The general premise behind the exchange has Costello, a peanut vendor named Sebastion Dinwiddle, talking to Abbott who is Dexter Broadhurt, the manager of the mythical St. Louis Wolves. However, before Costello can get behind the plate, Abbott wants to make sure he knows everyone’s name on the team…
Fast forward 30 odd years, and the new double act seems to be Customer Relationship Management (CRM) and Customer Experience – you can add the ‘Management’ part if you are so inclined. It seems that every conversation that starts with CRM these days, ends with Customer Experience. But they are strange bedfellows, because one is an Inside-out view of the world and the other is an Outside-in view. Similar to Abbott and Costello, all we want to know ‘everyone’s name on the team’. It sometimes feels like the definitions conversation many have had during the past 3 years or longer. Also, the whole ‘relationship’ bit is quite contentious.
Every conversation about CRM should consider customer jobs to be done (JTBD, thanks Mark Walton-Hayfield for that thought), thus there is an experience happening, in some way shape or form… But, not every experience needs to consider CRM (I touch on this in a post written last year). This is hardly a new conversation, when I began thinking about this, I reached out to my trust network and Paul G came back with the following from CRM at the Speed of Light’s very first edition which came out January 2001 and is on page xvii of the introduction. Paul noted that this was “LITERALLY the first time I EVER talked about a definition of CRM in any way at all”:
“Okay, enough of this. So, you ask, what is CRM? What is the purpose of this book on CRM technology and the Internet? The more substantial definition of CRM is being left to Chapter 1. However, I’ll throw in a short, distilled, filtered definition (120 proof) of CRM to begin to satisfy your terminological blood lust. CRM is a complete system that (1) provides a means and method to enhance the experience of the individual customers so that they will remain customers for life….”
(Paul mentioned to me that he has some thoughts that he will be sharing directly in about a month’s time)
Cause and Effect
CRM can drive customer experience, but customer experience cannot drive CRM. Customer Relationship can be impacted by the experiences had with the company (Thanks Scott Rogers for that thought) That said, lessons learned and listening to voice of the customer can impact what data is stored and how to act, of course. CRM is an enabling strategy and technology, used by people inside the organization. Where CRM gets a bad rap is when people believe that CRM and SFA (Sales Force Automation) are the same thing. ‘I don’t know, third base’. They are not the same thing, SFA is an inward focused, manage the pipeline, manage sales process, manage money and very often does not do much to provide external value. Customer Experience is an SFA afterthought, it just is!
How about Social CRM, does that get us closer? Customer Experience and Social CRM are not the same thing, either (again, my blog from last year). I am not going down the path of definitions, been there, done that. Social CRM is about a specific response, by companies because customers now want to have a say in the boundaries of the customer / company conversation. Social CRM takes into consideration how, when and where a company engages in the conversation will impact the experience of the customer. Interestingly, many examples of customer service done right could be called service experience, customer experience or Social CRM, take your pick, there are supporting arguments for any of the above. I also believe that the word Social is over used and more often than not people actually mean digital, topic for another day.
What about Design?
Proper customer experience design should focus (at least in part) on what good CRM tells you to do. For example, if you are using CRM to manage complaints, the customer data should specify the type of response, the channel of the response and the timing of the response due to the customer. This is not customer experience, is it? A few of the larger analyst firms have so closely linked CRM and customer experience that a conversation about one cannot really be had without the other. Well, that is not totally true, people talking about customer experience do not seem to jump into a CRM conversation, but those talking about CRM quickly jump into a customer experience conversation, hmmm….
Something I have said a few times, you can manage data and you can manage process. Not so sure you can manage customers and I am confident that you cannot manage experiences. We can simply do our best to manage what we would like the experience to be, we can design it and pay attention to detail, it is what the customer perceives it to be – period. How does, or should CRM play into the design process? For example, where does automation fit in, is automation a bad word? It sounds impersonal. But as Esteban Kolsky shared, people simply want the right answer and they want it now:
“For the first time in more than 15 years, automation through multiple channels is growing and the satisfaction scores are rising steadily. People are liking what they get, for the most part, and companies are improving how they do things. In the early 2000s, purchasing a ticket by phone using United’s telephone network would take over one hour and involve an innumerable number of steps; today it can be done in 5-10 minutes in far fewer and easier steps (mostly thanks to speech recognition).”
Just remember, if you want to know ‘Why’ – He is the left fielder… The answer is ‘Because’, the center fielder.
I realize that I have been quiet as of late and have not posted very much. Frankly, I did not have a lot I wanted to say – yeah, for those who know me well, you might find that hard to believe. There are a few things coming together, thus I will get back on track soon.
It is a bit of cop-out then to fill the space with a guest post – unless it is written by a good friend and colleague. Clare Dorrian has a title (VP Marketing, EMEA), but the title does not do justice for what she does or who she is…. Here is her perspective on yesterday’s announcement. Is there some marketing within this post, I suppose, but there is a lot of passion as well – I will be sharing my thoughts early next week.
By Clare Dorrian
So in case you haven’t heard the news, it’s official. Ciboodle has just been snapped up by KANA.
As a company, it goes without saying that we’ve realized incredibly valuable growth under Sword: we now have a sturdy foothold in North America and an enviable client roster that includes Nicor National, Admiral, Bally Total Fitness and Domestic & General; our product team has grown by more than a third and our solutions expanded to address social customer engagement as we’ve worked shoulder to shoulder with extraordinary flagship customers to develop exactly what the market required. Long nights and weekends, many trips to Chicago and the East Coast, frustrated spouses, missed families and the promise of making a critical impact on the Customer Service industry. Not bad for just less than four years…It has been an important and valuable chapter, to be sure, but we now need to move up a gear.
Why? Because the truth is, us ‘Ciboodlers’ are ready for more. Our vision to be the world’s most trusted and leading customer service software company can only be realised by continually growing the functionality and value of our products and services to significantly expand the way in which we help our customers. To get there, we need to be part of an organisation that can help us reach our limitless potential—a company who like us, lives and breathes Customer Service, who is committed to helping its customers deliver on-point and lasting relationships, who is driven by the belief that their technology solutions need to stay cutting edge, and who invests in R & D and constant contact with customers and the market, knowing that searching for top-flight customer service ideas produces bottom line results.
And that match making process is hard. Finding a partner who had similar ambitions and similar credentials is not something that happens overnight. BUT I’m delighted to say we’ve found our match in KANA.
This is a critical step in the build-out of Ciboodle’s Customer Service vision and a decision I’m excited about for us as a company, and on behalf of Ciboodle and KANA’s joint customers. We’ve both been successful in our own space but have approached it from two different positions of strength: Ciboodle focusing on the Contact Center, Agent Desktop, Business Process Management and Case Management solutions and Social Community, KANA meanwhile has focused on Email Response Management, Knowledge Management, Web Self-Service and Chat, and more recently Social Listening. By combining the two, not only does Ciboodle gain greater scale in terms of global presence, resources and expanded offerings, we will together, accelerate both companies’ product roadmaps by 12-18 months, allowing a sharper focus on strategic initiatives like cloud computing, mobile and big data analytics – areas that you, our customers, industry analysts, our partners and fellow Ciboodler’s have told us are important to our success. Not forgetting to continue to invest in those existing awesome areas of both products sets you have come to know and rely on.
Over the coming months, we will be working around the clock to fine tune and unveil more detail on where we are headed, applying the same innovation and same commitment you’ve come to associate with the Ciboodler’s you know. And the more I tap into KANA’s employees’ ideas, passions, and aspirations for our company’s future, the more I realise that all of us agree, that our combined brand, KANA, will continue to stand firmly behind all of the qualities that you trust us to be:
You can run, hide, duck, turn, cover your eyes, plug your ears, maybe then you will have successfully avoided hearing, seeing or otherwise experiencing the Facebook IPO. I sometimes; no, quite often, wonder what the fascination is all about. What exactly has changed? What is really different? Is it that Everything simply happens faster. Yes that is one part, I suppose. I am not sure that is always good though. When presented with the opportunity to put our foot in our mouth, we see it as an opportunity not to be missed and take full advantage. We share (Tweet, Post, Email) without thinking, only now it is more permanent (Google never forgets). This raises the question, what role are these ‘social’ channels in customer service?
The words we grew up with, now mean different things; Social, Engagement and Mobile, new context, new meaning. Think about it, when we were young(er) a ‘Social Engagement’ that was ‘Mobile’ could have easily meant a dinner party on a boat. A set of recent articles also suggests highlighting the importance of human social interactions to our well-being (HBR). Things do happen faster and some of it is social, some is just not – how can a company understand what is social, where does customer service really fit in, what is not and respond accordingly…at scale?
Introducing my Version of the Digital Interaction Process
I had the opportunity to co-present with Steven Thurlow, (our very smart CTO) to a small and engaged audience on Thursday. The topic was Social Customer Service. It was largely based on recent research done with thinkJar we shared the findings and went a little beyond as well. We took the opportunity to poll the audience, always wanting to learn. Guess what, the phone and email are still still ranked as the most important customer service channels. Surprised? I was not to be frank.
Near the end of the presentation, I shared the diagram below and talked people through it.
First, before I discuss it, I need to give credit where credit is due. My own thinking was (and is) influenced by conversations with Brian Vellmure and Esteban Kolsky. In my opinion social is a way of being and acting. According to many current discussions, one cannot be social be without digital (yeah, I know, not quite true). If I send a DM (Direct Message) on Twitter, is that social? If I message you on Facebook, is that social? Any more than an email, phone call or heaven forbid knocking on your door? Getting to the diagram; on the left is ‘Social’ and public, on the right is ‘Engaged’ and private (1 to 1, you and me).
The influence that Brian had on this was to remind me that what everyone is calling ‘Social’ is really digital. Once the conversation is taken private (DM, SMS, Email, Kiosk) it is no longer ‘Social’, until one side or the other decides to bring it back into the public realm (vent, complaint, review, kudos). The influence Esteban had was that in a way, you could overlay his infinity diagram (here) on top of this as the processes are continuous. On the left is the outside world, on the right is the inside world. If you get the stuff on the right working, then the stuff on the left is positive and good. Conversely, well, I probably do not even need to say it. Each side is a closed loop in its own right, but connected to the other side – a continuum of sorts.
A note on overused words. I have many words listed within the diagram many are over used within industry publications, blogs and articles on social media. often they are not only misused but only industry insiders are the only ones who care about them and pick them apart. There is a need, however, to be clear when they add value. For example, I put in there the word ‘engagement’. I am actually not a big fan of the word, but it makes sense in this context because it says ‘one person interacting with another in a way to adds the intent, context and a personal touch’. If Engagement is used to describe the activities on the left side, I think that is where it is misused. Yes, I know a presenter or Marketeer wants to engage their audience, elicit a response…another day.
There, the other word that everyone loves to hate. We all want to break down the walls, remove the divisions between departments, make sure everyone has all the data. OK, I got it, thanks for the advice (I live in Vermont, the livestock would have nothing to eat during winter without silos, but I digress). How exactly should I accomplish this goal? Does marketing need the invoice history? Does the product team need to know there is a billing dispute? Each team should focus on that person they are working to create value with and for. Spend time working to understand what they need and what you can offer. They might be a customer, they might be a prospect, influencer or partner. The key point is that they are a person first. What I mean by engage is to speak with this person at a human level. This by the way is the influence of Paul Greenberg, check his post on Engagement Here is a quote:
” The social customer is no longer a customer to gawk at, just a customer to deal with – like any other customer, with one explicit difference. He/she scales. Meaning they know how to impact other customers on a large scale who are “like them” in interests, and use the social channels that are not controlled by the company to do so.” – Paul Greenberg
In my follow-up, I suggested that:
“If Social CRM is about a companies programmatic response, then engagement on the customer’s terms defines the format of the response. Therefore, Social CRM is different for every type of business. In order for it to work, both sides need to mature and be willing to invest emotionally and intellectually.”
What I believe the diagram does is to dissect the issue and puts it back together. I try to illustrate the point that we are shifting from a focus of trying to control the left, to working with the person on the left. Talk to that person, interact with them at a person to person level, be human and be humane. If you want to call this Social CRM, maybe it is, if it is not Social CRM to you, then no worries – it is what it is. The key point is that the strongest bridge between your company and customers (past, present and future) are people. If you try to talk to everyone, worse, at everyone, then you are just broadcasting. As the number of people who choose alternate digital channels increases, it is only going to get harder…
What do you think, am I close?
I am not trying to define, nor redefine – been there done that. What I am doing is to simply share how I think about things.
Customer Engagement is the extent to which an organization commits, both emotionally and intellectually, to communicating and interacting with their customers, relative to accomplishing shared goals driven by customer need. Engagement can be seen as a heightened level of interaction and ownership where the company wants to do whatever they can for the benefit of the customer.
Customer Relationship (Management)
Customer Relationship (Management) is the proper balance of people, process and technology; practice and strategy required to meet the customer centric goals and objectives of your business. It needs to provide all business stakeholders the data, information and insights regarding current, past and future customers (people) and the ability to interact, inform and engage (see above) with these same people.
If you are interested in what led me to this, feel free to watch a short video with Paul Greenberg, and my detailed thoughts based on the video interview. What are your thoughts? To keep things balanced, should there be another word between ‘Customer’ and ‘Engagement’? Maybe Centric, Focused, Service?
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