This is a Guest Post by one Rachel Tait. I have the pleasure of working Rachel at Sword Ciboodle and her passion is contagious. Considering my previous post this seemed a natural to share with a wider audience (the Steelers part was almost a nonstarter . It is also interesting to note that we did ust open up new offices in Chicago, with nice view and Rachel made a side comment about the new view and feeling a bit inspired to finish this post – it can be the little things.

Passion: “any powerful or compelling emotion or feeling, as love or hate” (Dictionary.com).

So, if that’s passion then what comes with it? In my opinion: focus, learning, interest and continuous improvement. Passionate individuals and organizations never stop learning, and in terms of customers, your passionate ones are often those that are most loyal, most valuable and importantly most vocal across all communication channels.

I’ve got a long list of things that I’m passionate about. I don’t want to bore you but on there would be chocolate, wagamama (delicious noodle house in the UK… unfortunately not available in Chicago. Sad face), Scotland, NFL Football and of course marketing. On marketing, I’ve always been passionate about it and I like to think I always will be. I did it for 4 years at university, have worked in this field since graduation and everyday know that this is the job for me. I’m not saying there are days when marketing isn’t the top of my fav list – ask some of my colleagues in the Sword Ciboodle office, the stories they could tell! But to this day, I’ve never got home and started looking into how I change careers to become a dentist, carpenter or Shetland Pony Breeder. In fact, with my passion comes an interest in advancing my knowledge in marketing and supporting disciplines.

For organizations that want to make waves in their industry, and stand out as the best, one of the secrets is to get passionate about your customers, and make them get passionate about you. Care about how they get treated, learn about what they want, and then go out of your way to deliver it! Don’t just find out why they like you, find out why they love you. And when you know why they love you – make sure you’re delivering these products/services/traits to them, and others like them, in spades. It’s important that you don’t just run through the motions in a predefined script or process (yes Abercrombie and Fitch I’m looking at you…. the fact your sales associates follow me around asking if they can help me because they were told to do so whenever they see a customer is more than a little creepy, and annoying). Go beyond what is expected or required, show off your passion and theirs will follow.

If you can grow this passion within a small customer base, you will often find it grows exponentially as beyond anything passion is infectious. Just look at sports fans! As a proud supporter of the Pittsburgh Steelers, I’m never more passionate, loud and proud than when surrounded by my other Black and Gold brethren. And when I say surrounded, that’s not only when watch games but also in groups online. I recently joined www.32loud.com which is a website which welcomes fans from all of the NFL’s 32 teams, and I joined because they are targeting those that are vocal to be part of their online community. They got to me via a facebook group for Steelers fans based in Chicago, which has 400+ fans who post on the ups and downs of the Steelers on a daily if not hourly basis. So what made me join? They locked into my passion. They have a leaderboard on the website, which ranks the teams in terms of number of members, number of posts, number of likes etc. Can’t have the Bengals or Ravens out doing my boys so I got onboard and ‘got loud’.

Like 32loud, find passionate voices out there, and let them know you’re not only listening to them but taking on their comments. Log into your company facebook, hold interactive focus groups, hey stand outside with a sandwich board speaking to people if that works for you! Just do something, as passion isn’t something you can just say you are and that’s that. It requires action, and not just one off action, but continuous action. Anything less is just lip service.

I know it’s not as simple as just getting it done, and many ‘ducks need to be in a row’ for this to happen – including people, technology, budgets etc. However, without a vision, and a commitment to achieving that vision, the norm will remain just that – normal, beige, ‘just ok’. I don’t know about you, but I can’t think of many examples of cutting edge companies that are ‘just ok’….. and for Rachel Tait.com, marketing extraordinaire to the stars, just ok isn’t an option….

<Circa 2000>

• “DVD Player, Check”
• “LeapPad, Check”
• “Discman, Check”
• “Laptop, Check”
• “Car Chargers, Check”

“Ok, the kids are ready for the car ride!”

<Circa 2012>

• “iPhone 4S, Check”
• “iPad 2, Check”
• “KindleFire, Check”
• “Macbook Air, Check”
• (Batteries last all day)

“Ok, I am ready to go to work now”

The Back Story

For those of you who can remember way back in the day; you know, when your work computer was faster than your personal one and you had a 17″ monitor in the office, but only a 14″ at home. The download speed at the office rocked (work had this thing called a “T1″). The Ink-Jet printer at home did not hold a candle the color laser printer at work, and you were on the list to get a company mobile phone. ‘Cyber Monday’ actually can trace its roots back to different time as well, because we had to go to work to shop online. Then Bubble 1.0 happened and the real benefit to us is that we got buy the better computer at home, pay for the better bandwidth, and buy our own mobile phone – no, wait, this was better? The result: your own devices are better, faster and bit of a status symbol (or fashion statement, as my daughter would suggest) and best of all – The IT guy cannot get his grubby hands on your device!

Fast forward to the current landscape and these personal devices are even more valuable, why? Between Dropbox, Box.net, Gmail, GoogleDocs, Office365; iPads, iPhones, Galaxy and Samsung (Thumb drives are so 2000), all my data is in the cloud and I can get to it from any and all devices. Unfortunately, as a business, you have no idea where all the documents are located, where information is stored and how to cut access if needed (much less avoid copies). The funny thing is that the critical files still go missing while the Christmas party video of the boss has gone viral and will never disappear. This might not be the “Big Data” problem everyone is talking about, but it is a data problem and it is big. It is easy to send files to my Kindle email, synchronize my files across between my Desktop, iPad and iPhone using DropBox, Box.net is plan B (but still good) and when I want to make sure I have a presentation available I upload it to three different clouds and still email it to Gmail simply to make sure it lives on 2 mail servers. My description is not without hyperbole,  as most standard business users do not need to go to such lengths, but how far off am I, really?

Is this a Data Problem or a Device Problem?

Among the most interesting aspects of this entire conversation is that people are more productive, if they are happy. If you told them to do all of the above, there would be a revolt for sure, but since it was their idea, their choice, you are best to just deal with it (Anyone with kids, gets this concept without question). I have recently begun an experiment, where I gave up my laptop, exchanged for an iPad (still have a desktop at home). It has not been without struggles, but so far so good. I am trying out the KindleFire, and I will eventually decide which device I like best and I will stick with it, until I change my mind.

What is the relevance here, and how and why do businesses care? In order to move forward, it might be a good idea to think about what IBM thinks on the topic.  (I will give the source in a moment):

“Part of the beauty of pervasive computing is that we will not even realize that it is here, once it has become a necessary part of our lives. In the future it will often be invisible, and the user interface will be intuitive. The other important part of the story is that it will all be networked. Data, once entered, will never have to be entered again, but will be readily available whenever and wherever needed.”

The source: “A look at human interaction with pervasive computers” Ark and Selker, IBM Systems Journal (PDF). What is most interesting to me is the date of the publication, July 29, 1999. Look around and many people are saying/talking/writing about this just now, but it has been top of mine for many years. The paper goes on to share the following:

“Computers will not only be increasingly mobile, but information will be accessible from any mobile position. We should not have to carry around devices containing our information. Rather, devices will recognize who we are and obtain information about us, through “remembrance agents” or adaptive user models, Internet information storage, or other means.

Information appliances have human-computer interfaces. An information appliance should be easy for anyone to use and the interaction with the device should be intuitive. Careful design is critical for an intuitive interaction with the device. Although the desktop computer can do many things, this functionality can be separated into more appropriate devices. Some examples of successful popular devices are cellular phones, pagers, televisions, wristwatches, and toasters. Of course, there can be times when these devices become difficult to use, but in their basic form, they meet the criteria for information appliances.”

I suppose that the question above, in bold, is actually incorrect. It is neither a data, nor a device problem, it is an interface problem. With a focus on jobs to be done; I have a job to do, I know what I need to get it done. Every organization simply needs to facilitate my ability and capability. Gone are the days that we can simply sit someone down at a desk and say: “Here is your PC, there is the printer, here is your password for the domain, have a good day”. In order to be productive, the workforce of today and tomorrow has very specific preferences, and we would be wise to consider those preferences. Will it be as exciting when work gives me an iPad?…

This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet.

In my first Mirror Images post, I referred to Social CRM as a “A complex overlay” on top of customer service, customer relationships and the supporting strategy, technology and processes. If we can accept this, that Social CRM is an overlay, then we should be able to agree that it does mirror Social business (or Enterprise 2.0), as Social Business is also an overlay on top of many standard business practices and concepts. Diving deeper to a more definitive concept; is employee experience the mirror of customer experience? Unfortunately, most people who talk/write on the topic of ‘experience’ focus on the customer aspect and neglect the employee experience; the literature therefore is not as extensive.  In this area, topics typically include empowerment, engagement, and satisfaction. There is very little that directly talks to employee experience, after all it is just a job, right – no, wrong. Moving forward, this is going to have to change.

Your own Marketing team is working very hard to enhance the customer experience, hoping to take advantage of what mobile and tablet devices have to offer (Cool UI) to build stronger relationships with people (customers and prospective customers). But, let’s not forget that before you drove into work this morning, you were a consumer, using these devices and you were the target of these efforts, by some other company. The number of connected TV sales is expected to double in 2012, these same people are highly likely to have an Xbox, an iPod, Kindle, KindleFire or some other next generation device. Now, you are sitting in front of screen, your team is sitting in front of an even bigger screen, maybe with a headset connected and they are using circa 1990′s technology to help your customers. What gives?

Think about it, all of this effort which is customer facing and your internal teams are frankly having a lousy experience. Can we gamify work a bit, to make it more fun? Or is that pandering to misaligned expectations of a certain employee type or demographic? As a did in my previous post,  I turned to friend for some help and insight. I asked the question to Mark Tamis and we had a bit of an electronic conversation or Socratic debate. My going in position is the better employee experience will lead to a better customer experience, as this is the logical answer. But, as Mark points out, it is not that simple.

Does better user (employee) experience lead to better customer experience?

MT: First of all, I believe the question leads to trying to compare apples to pears.

ML: That is better than apples to oranges, no?

MT: French expression badly translated

MT: The customer has gone through a journey and his experience has been shaped by interactions at every touch point (dealing with your company, in-store experience, exchanging with friends, family and peers and so on), whereas the employee experience is shaped the interactions with colleagues, suppliers, systems and – only at very precise touch points – clients. So although the customer and the employee are intimately linked, they are not on the same journey.

ML: Valid point, but at that critical point where the journeys intersect will define many things and likely be more impactful to the customer. We have both been known to say that the experience perceived is more important than the intended design. Like most of life we spend most of the time learning and preparing for those moments where we have to act. While not on the same journey, the journey’s are linked and aligned.

MT: By the very nature of company-customer relations, the employee journey is sub altered to the customer journey which leads to the chicken and the egg problem of when a negative customer experience is taken out on an employee who is not able to or not empowered to do anything about it, which in turn leads to a negative employee experience that negatively influences the way the employee deals with the following customer et cetera.

ML: Very interesting, and I agree that the employee experience impacted by the customer experience and journey. I will suggest that the employee would only partially hold his own organization accountable for the treatment by the customer, unless it is a trend, and they are not empowered to do anything about it. While valid, employees should be able move beyond this type of reaction.

MT: Partially, but up to which point? Either stop trying to fight it and become demotivated, go on a crusade and risk being shot down, or simply…leave.

MT: Breaking this vicious circle consists of first by understanding the customer’s journey and coordinating efforts to improve it and second by providing the employees with the infrastructure (data, insight, tools and processes) and conditions (work conditions, a company culture that facilitates collaboration) to do so. Ultimately it comes down to reducing frictions (for the customer and for employees) to help the customer in his job to be done and reach the desired outcomes.

ML: Who is responsible and accountable for removing the fractions? It must be on the employee side, management etcetera, driving for a positive employee experience.

Mark, great stuff and I do appreciate your time and thoughts. I believe we are mostly aligned, though I will admit it is bigger and more complex than I had originally thought. The two journeys are different but it is those all important intersections where things happen. The key question is what will the state of mind (on each side) be at those points? Business units and IT departments will need to invest more in the design of services, for the internal customer. The expectations by everyone; not just the younger or Millenial crowd, are higher, and need to align with customer expectations. In order for a true person to person relationship to be established, experience must be aligned on both sides of the firewall. This is clearly not all about technology (yes, I do work for a technology vendor) but at the same time, technology is a huge part of the equation, there is no getting past that point. For contact center agents, their experience is critically important, and I believe there is a connection to customer experience – a big one.

This line of thinking have caused the following questions to nag at me a bit:

• Does better agent (employee) engagement lead to better customer engagement?
• Does better employee satisfaction lead to better customer satisfaction?
• Does better user (employee) experience lead to better customer experience?
• Is the collaborative employee the mirror image of the social customer?

Taking a bit of a leap from where my own thinking was a couple years ago to now considering how many elements need to be, or are essentially mirror images between inside and outside the organization. I am not going to be able to tackle all the questions in a single post. As any good learner does, I asked a few friends for some help.

Does better employee satisfaction lead to better customer satisfaction? Mark Walton-Hayfield of CSC had this to say (BTW – congrats to Mark and all of CSC on the Paul G Watchlist Review!):

“In summary YES! However, you need to make sure that people are empowered and that businesses deliver on their promises to customers too.

People who are encouraged to make decisions by themselves at work and who have the authority to solve problems with the outcome of keeping customers happy are generally more satisfied with their job than employees who need to seek out a manager for approval. Business owners who empower their employees tend to have both a lower staff turnover and higher customer satisfaction levels too.

A core tenant of modern leadership thinking is that you need to make people (at all levels) understand why they are being asked to do something and the part that they play in the bigger picture. By leading people through great communications which encourage motivation and with empowerment designed into the operating model you are creating an environment within which people can be proud and satisfied in the work that they do. For those people who are customer facing (and even those who are not) this will most likely translate and spill over into better relationships with customers. These customers will perceive that the representatives of the company are going the extra mile (and they probably are) and so over time this will improve customer satisfaction.

However, this comes with a warning – ensure that you have delivered upon your original promises to your customers and that you are responding to them in an effective manner on those occasions when you are not”

Mark Walton-Hayfield | Social Business Strategist | CSC | MarkW_H

“Customers have always been social. For as long as trade and commerce has been around, customers have spoken to each other about good deals and warned each other of rip-off scams. But when we think of a social customer today we use the term to describe a customer who is a) connected to people and information via digital channels and social networks and b) someone who leverages that connectivity and information in their relationships with vendors and other consumers. For example, a customer who is connected to a network like Tripadvisor might use information from that social network to influence their choice of holiday as well to influence others in their network through their own contributions. The motivation of a social customer will vary greatly and may include simply getting a better deal, building up trust and respect from peers, or naming and shaming a poor product or service.

Employees have always been collaborative. Ok, perhaps not as collaborative as they could be (!), but we have always had to work with others to get the job done. The collaborative employee mirrors some of the traits above. Although the networks might be different, the collaborative employee is certainly connected to people (e.g. other employees, suppliers, customers…) and to information. In addition, the collaborative employee leverages that connectivity to help them work more effectively (e.g. breaking down internal silos), to build relationships or to build their profile within the enterprise.

However, the boundaries between the social customer and the collaborative employee are increasingly blurred and increasingly irrelevant. People play multiple roles in their daily lives (consumer, employee, supplier), information (and transparency) now flows much faster inside and outside an organisation and networks are increasingly interlinked. More and more it will be harder to separate the social customer from the collaborative employee.”

Laurence Buchanan | Principal, Digital Transformation | CapGemini | buchanla

Sharing the wealth a bit, I asked Prem Kumar of Cognizant the same question as Laurence, “Is the collaborative employee the mirror image of the social customer?“

“If you recollect the concepts in the book reorganizing for a resilient organization, orgs (organizations) need to have people with specializations, areas where they have high efficiencies, areas which could be highly routine and monotonous. There is not much need to take decisions, and even if any, they would happen with in a predefined scope, options. This is what brings the scalability, the industrial scale. Collaboration happens at a minimum in these organizations, especially between people who need to make decisions on non routine issues. These are the people who have been empowered to take decisions.

One of the reasons for this collaboration that Ranjay mentions in his book is innovation, to meet the demands of the evolving customer. I do not remember if he talks about customer support, but here is again an area where you need to take decisions as well as collaborate with various dungeons in the org. ‘Responsiveness’ is the key reason for collaboration I guess. That means responding, at speed.

Now cut to the era of the social customer as he is right now. What he asks is public knowledge, so add the PR angle if there was not enough pressure on being responsive already. No wonder you need to be even more connected, at speed. Collaboration has been clamoring for attention for a few decades now, but now it has become inimitable, unignorable.

Collaboration is no longer a motivating factor to do better, it is now a hygiene factor; you stay healthy if you do it, else you fall sick. It is not doing pilates, it is eating good healthy food. Which means, it’s not about putting extra efforts, it’s about changing our habits, or mind frame for the better.”

Prem Kumar | Strategist | Cognizant | Prem_k

What is really being described here is a maturity model; on BOTH sides of the equation, this is new. 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.  Since the customer will mature at his or her own pace, we <company> are often left to guess where they are along the maturation curve. It is also important that a distinction be made between engagement and involvement. For the sake of this discussion (ie, no primary research references) I will draw the distinction along a continuum, where involvement occurs first and then by the addition of an emotional element engagement happens. Engagement is a deeper level of involvement, by being ongoing (As Paul notes) or emotional, possibly even intent driven.

A Bit of Research

Looking at Wikipedia as a starting point, as I remembered friend Prem Kumar referencing Employee Engagement in a post a while back. The Employee engagement Wikipedia entry is rather nice, while the Customer version is utter crap.

First the Customer side:

“Customer engagement (CE) refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline.”

Feel free to look for yourself. It misses the mark totally.  Friend Graham Hill had some thoughts on the topic as well -  Graham challenges the Inside-out marketing team only approach, and I agree. That said, what if the customer is able to define (control, augment) the rules of engagement, then maybe something has changed in the past 5 years, no? Conclusion; the maturation of the Social part of CRM part of the equation is to carefully manage actual engagement. Actual engagement is an actual bi-directional conversational flow/dynamic, input and involvement.

What if we tried to adapt the Employee engagement model for the customer? There would need to be some very obvious changes, but it is a much better place to start – and if after you take a look at this and then take another look at Paul’s post, you can see he is onto something. Take a look at the below and think about whether it is possible to alter some of the words, replace a few and begin to change the poor Customer Engagement definition above.

“Employee Engagement is the extent to which employee commitment, both emotional and intellectual, exists relative to accomplishing the work, mission, and vision of the organization. Engagement can be seen as a heightened level of ownership where each employee wants to do whatever they can for the benefit of their internal and external customers, and for the success of the organization as a whole.”

Employee Engagement impacts Customer Experience

There are lots of people writing about engagement, a term that is becoming as nebulous as social itself; but at least there is some history to work with here. Respected analyst/researcher Bruce Temkin has published a report regarding Employee Engagement as well. Bruce has spent many years thinking about Customer Experience. In the report, he draws a strong link between Employee Engagement and Customer Experience:

“The analysis uncovers a strong connection between employee engagement and customer experience as well as between employee engagement and productivity.”

Great, but…Where is the link between Employee Engagement and Customer Engagement? Does strong Customer Engagement lead to a more positive Customer Experience? I am not going to speak for Bruce, but I am going to hazard a guess that the link is not there because Customer Engagement is nebulous at best and as I have stated very poorly defined with competing agendas. Employees have, in theory, a specific mission: do a job and help the company grow, right? According to Gallup, 86% of engaged employees say they very often feel happy at work, compared to 11% of the disengaged. There is also a direct link to the bottom line according to research.

In the end, being Social is about being human. Social Media and Networking are really just new channels that we are all trying to figure out how to use a bit better. ie. How can we be as human as possible using electronic means. The technology is new, we are just trying to figure it out. As we become better at the usage of the channel, then we can move from demands to requests, from hyperconnectivity to right connectivity and from being social to being engaging. Engagement in this context is not like the picture above, because it can end at any time, quite easily. While technology is only a part, it is still an important part.

I know some would like this to be a really simple answer, but it isn’t. With New Years resolutions top of mind (back to the gym, lose weight and all that), if someone asked you to associate Email to a food group, which one would it be? How about: “Email is the carbohydrate of the corporate diet”. We could say that there are good carbs and bad, right? We could easily talk about reducing carbs, but not getting rid of them completely (Atkins anyone?). Many (corporate) citizens are addicted to email (and M&Ms), clutching their mobile devices in cars, meetings and trains, turning them on instantly when their plane lands, wondering (hoping?) if someone sent them something very important.

We could label Email to be Fats (Think Burgers, Fries and Ice Cream). Again, there are some good, necessary, fats as well. We could talk about Email weighing us down and clogging our arteries (disrupting the flow) some even causing our blood pressure to rise. Does Email help or hinder the information flow in the modern corporation? Every once in a while, something awesome comes along in Email, just when you were ready to toss it. Ice Cream, for example; ah now there is something to sink my teeth into! I would love to be blind-copied on a Ben and Jerry’s delivery, wouldn’t you? (Blind copying, by the way, is the devil, never do it, it will come back to haunt you I promise).

Email is definitely not protein – Hard Stop.

As you can tell, I have been doing a fair bit of thinking regarding Email (communications in general really) and the impact on my day-to-day world. Maybe I have been thinking too much about food as well. My conclusion is that for all the power it provides, Email is the single biggest necessary evil that exists in the modern technological world. Try as we might, we are not going to get rid of it, even internally, not for a while, too many people use it, like it and that is that. Our kids will be having the exact same conversation in 20 years – tell me I am wrong.

Email for Companies of all Sizes

The framing of the conversation about email has changed in the past few years and will change some more; email, has split into a channel with multiple purposes, maybe even multiple sub-channels. In other words, the problem will get worse before it gets better. At the moment, here is an incomplete list the different personalities of email:

1 – A messaging / notification channel – Alerts, reminders, very simple, not really 2-way communications; “Honey, pick-up some milk on the way home”

2 – A (mis) communication / conversation channel – This is that multi-person, let’s talk email, with threads hard to decipher.

3 – An information / marketing channel – Here, read all of this great stuff I aggregated just for you!

4 – The best way 90% of the population know how to share a file – Within the corporation, this is getting better – but we are a long way from solving the problem.

5 – The ‘I have lost my password’ recovery channel – With the number of sites we all use, come-on admit it, this is a once a week use case for you.

6 – The ’10 best ways to get the best use of this new all social platform’ message/aggregation

For those of you who have Gmail, this is basically what it is now. The filter allows us to put the important messages up top; those are usually the communication type of messages. These are conversations, usually with people or contacts of some importance. The messaging channel often lives up on top of the heap as well, especially this time of year. These are short notifications; maybe an SMS type message or an order confirmation. The actual length of the message might be a little longer, but the essences is that of a short notification, with supporting data. Finally, it is what people use to share files – there in lies its greatest strength and its greatest weakness – and why we cannot seem to stop using it.

So, What is all the fuss about?

The core issue is that the channel is misused and often abused. Email is a lousy collaboration tool, but the use of email for collaboration is extremely high, much higher than people want to admit and certainly higher than it should be. This is the area where people would like the predictions to come true. Sometime this past week, I sent out a note on Twitter where I challenged myself to reduce my personal use of email by 50%. Some of my network peers challenged me back asking what if a prospect wants to email me; or all prospects want to use email? Well, the answer of course is that will certainly not be a problem, I will use email as the channel that my customers want to use.

Going back to my point above that Email is really going to be further split into multiple channels, no question. Do not confuse the technology with the functional job getting done. Let me ask a question, if I am looking at something in an email client, does that really mean that I am using email? If you read a Twitter DM using the Twitter interface, then it is just that a DM, but what if you read it using Gmail (like I do?) Does that make it an Email. The key point is that for the next number of years, we are each going to find our own balance, we will all be different, and it will change quickly. Many platforms start with email notification, hoping to drop them and keep you within the platform (think Facebook, Twitter). Some of the best, latest and greatest social (CRM) platforms have begun to use email to encourage usage (Nimble, Linkedin).

Why is Email such a challenge?

My point was reinforcedrecently, regarding the complexities of email and the need to consider best use. A long email is like someone talking for 3-5 minutes, going through multiple points, often building upon each other without the opportunity to ask questions and request clarification.  We have all read (or most have anyway) that emotion does not translate in email. What about culture, that is completely lost in many more ways than emotion. The approach someone takes to communication of an idea or concept might simply turn people off (which I have seen). If the email goes on and on and the reader stops – that is a problem, no?

Another example is something as simple as trying to coordinate a flight and schedules. In my mind I had communicated what needed to be done, and what the potential issues were going to be. The recipient responded with some thoughts and ideas that did not align with the potential issues – they were issues. Who has the problem here? Me, not really a question. In the end, it is the perception of what was communicated not the design (sounds like customer service now). The answer was simply to pick-up the phone, problem solved.

BTW – You cannot answer just one email, you have to go through the whole list, I mean have you ever tried eating just one M&M?

This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet.

(Check out a video interview with Kate Leggett, Esteban Kolsky and a couple of Ciboodlers.)

A responsive organization is an integrated organization. The simple recipe here is 2 parts people 2 parts process and 1 part technology, all very important ingredients (after all what would fish be without the chips?). I am not convinced that an integrated organization equates to a social organization; but they are kissing cousins and my social business peers might be able to convince me if they believe it to be required. An integrated and coordinated organization are table stakes in order to service the ever more sophisticated, demanding and complex customer. Again, this might equate to be the social customer, that is TBD – but I do not want to get stuck on social this and that. For better or worse, each customer has the expectations of a preferred premium experience.

I started this post with the thought that I was to write a bit of a prediction post for 2012. Thus, it seemed natural to write about the Contact Center of the Future. But, I have two major struggles with the task at hand:

1. In the Future, there will not be a ‘center’ there will be sets of roles logically aligned and systems physically connected; the people will be everywhere, the data here and there.
2. The future will obviously include 2012, but it also includes 2013, 2014, etc.,… The point is that 2012 will be part of the journey, but not the endpoint (we are only scratching the surface).

A well-structured, modern contact center allows for the emphasis to be properly placed on helping and engaging with customers; past, present and future. With each type listed, your organization needs to show value and establish trust. The contact center of the future will allow agents to more easily add that human element to each interaction, fostering relationships, and pushing the needle in the right direction. No matter what needle you look at!

A Scenario

As I am writing this, at least in part, on Cyber Monday, I am of course influenced by the latest and greatest of tech toys. I am not yet a fan of 3D viewing in my home, but I suppose all it will take is one grand experience at a friends house and then I will be sold.  That of course got me thinking about how video will make its way into the contact center -err, communications hub, or customer service area. There will be a dedicated team for certain industries, where video will begin to make a big impact. Think business to business for auto-manufacturers or heavy equipment. As devices and technology get more complex, it will take better visualization techniques than we have currently to make things work.

Multi-channel and Cross-channel complexities go well beyond simply the scope of customer service, the contact center or marketing – these are company wide issues.

• Fact: Customers expect to be able to make a purchase using a mobile device
• Fact: Amazon allows anyone to scan a bar code in a physical store to compare a price
• Fact: Displaying something in a store is more expensive than storing it in a warehouse
• Fact: If you are planning to compete on price alone, you will lose

Here is the scenario

Customer A does some research on Google for a new television (the new 3D version I was talking about above). The customer notices that is available at the local Best Buy, around the corner. Since the new 3D glasses are involved, there is some hesitation to simply ‘pull the trigger’ online, as the glasses need the ‘will my wife actually wear these things’ question answered. Customer goes to the store, looks at the unit, tries the glasses on and begins to wander the store to ‘think things though’. Remembering the scanner application he downloaded last week, the customer scans the bar code sees that it is available at Amazon and also reads the reviews. The dilemma: The TV is available on Amazon for $200 less and it can be at the door in 2 days….

Amazon might be cheaper, but do they also have geek squad? Is Customer A confident that when he gets home he is able to mount the television on the wall, connect the wires to new fancy Dolby surround sound and internet devices. What will Amazon do when Customer A sends an email, rings the phone, looks for a forum or post the question on Twitter? Truth be told, I am not sure of those answers, but I do know that Best Buy has all of the these things as well as a contact center. I am not saying Amazon does not, I am just less familiar.

One final thought, the phone is part of the contact center of the future – just sayin’

Some other good folks who spend their days thinking about Customer Service, Contact Centers and the required technology share their thoughts regarding the Contact Center of the Future. Esteban Kolsky (thinkJar), Kate Leggett (Forrester), Steven Thurlow (CTO, Sword Ciboodle) give more than just an opinion on what is required to the needle forward.

Likes are Lazy
Fans are Fickle
Followers are <becoming> Disengaged
Retweeting (should not even be a word), is simply an Odd Duck
A Conversation Trumps a Comment, they are Different
Taking the Time to Comment, Converse and Engage is more meaningful than a flyby +1

Sharing is not Collaborating
Over-sharing is a bit Creepy, Caution Advised
Influence is not a Game, Though many Play
Email is a Tool, Use it Wisely
Listening is not the same as Hearing, Think before you Speak #justsayin

Social is not about Media, Nor Business – It is about Being Human
It is About the Journey, not the Destination…unless of course you are heading to the Slopes, the Surf or the Bar!
There are exceptions to every statement made; so be kind
Today, a title really would limit my thoughts

First talked about in 1844, written about again in 1854, patented (US) in 1876, argued about for another 10 years, connected across the US in 1915: The Telephone. We cannot forget the importance of Alexander Graham Bell (and many others, to be fair), a native of Edinburgh, Scotland a short trip from the Ciboodle HQ outside of Glasgow. So, here we are nearly 100 years from that first cross country call and the phone remains relevant, even more important than many communication channels which have come on the scene since. Friend Mark Tamis suggests that given my thoughts and writing regarding cross channel, I could have been a bit more creative and played on the word ‘cross’ a bit m0re – he is probably right – but I digress.

A Chat With Paul Greenberg

“When push comes to shove, social stuff is still, and even email, is degrees of separation. People are nastier in emails than they ever are in person…Consequently, the real one-on-one interaction is always the telephone” Paul Greenberg

I had a great opportunity to spend a few minutes talking with Paul Greenberg while at the Destination CRM show in NYC. It just so happened that during this time we had a video crew on stand-by and were able to spontaneously capture the moments on film, with excellent lighting of course.

During the emergent phase of Social Communications, the phase we are in right now, the core objective of many social platforms is to go get something done on another platform. To some, this is go read this article, to others; this is please go buy something. In the customer service realm, this is often to shift the communications from a channel that is hard, like email or Twitter, to something synchronous and real-time. It is still too difficult to resolve a personal, complex or sensitive issue on a Facebook wall or in 140 characters.

Multi-channel customer service is the wave the present and we will certainly ride this wave into the future. We will see an increase use of social channels for many different things, but we will hop from one channel to the next (cross-channel) and make contextual decisions based on many things. In the end, when there is an emotionally charged issue, or an urgent issue such as a service outage, insurance claim, bank issue – in person or face to face communication and the telephone will remain critical to problem resolution for many years to come.

“The phone is ultimately how things will get resolved, if it is big enough”

A bit of a Teaser

What do you think? Am I being over simplistic? Too conservative in my approach and thoughts? I invite you to give some feedback and challenge me a bit. Esteban Kolsky and his Research firm thinkJar are just now completing a survey and I am finding the results very interesting. As a bit of a teaser, out of 300 respondents, when asked the question “What social service channels does your organization currently support?” over 60% said they support Twitter and a handful more (literally) said they support Facebook. This is a cross industry, cross continental result set – one that we will be digging into (ie, slicing and dicing the data a bit) in more depth in the upcoming weeks. Does that number surprise you? It did surprise me….

The research and analysis will help to reveal insights in four key areas:

• Is the move to customer service using social necessary and beneficial?
• How to move from ‘traditional’ multi-channel to social multi-channel and cross-channel customer service?
• Knowledge management and social knowledge must collude, how can they be accomplished?
• Are communities what make ‘social’ work for customer service? Or is something else required?

Organizations face a variety of challenges, both technical and cultural, when they are considering adopting and emerging customer service processes. Yes, as much as customer service using Facebook, Twitter, YouTube, Forums and Blogs has been talked about (evangelized, proselytized) on all the aforementioned channels, this is still very much an emergent practice. The survey results, interviews and subsequent analysis will help businesses to navigate the confusing and sometimes misdirected and hyped messages.  Hopefully, if all goes to plan, the results will help the decision making process when it comes to adding and  integrating new social channels effectively. One important debate topic, which the survey hopes to shed light on, is whether or not investments in social customer service is “money well spent.” Everyone’s knee-jerk reaction to this is ‘Of Course’ – but when you ask “why”, the answer is harder, and less consistent.

While Esteban will surely be chiming in with his own thoughts, here is a quick snippet: “We have been theorizing long enough, this is a good opportunity to ask the questions, directly to the practitioners regarding the direction of using social channels for customer service,” said Esteban Kolsky, principal and founder of thinkJar. “Further, this is an opportunity to understand both how the decisions are made and how the outcomes are measured.”  One of the interesting things I have done with the first part of this research is to first isolate the announcement of the survey view email to specific folks and ask my executive peers and account teams to send the request directly. This second wave is view social channels, and I have a theory that the results will be a bit different (we will  be able to segment the data).

The survey will be open for participation through November 23, 2011. If you are not interested in the survey itself, but would like to participate in the research, please reach out and we can arrange a call. Or, if you know of someone else, please take a moment and forward the link above, along. The results will be shared openly in January 2012. Again, the survey link is here we are hoping you are willing to take the time.

(For those who have read my thoughts over the past couple years, you probably know my thoughts on this topic. Even so, it is a valuable exercise to take a hard, objective look to make sure we are headed down the right path!)