When we attempt to describe something we are often judge based upon the words we use. Choose certain words and we are considered buzzword compliant or worse, SEO compliant. Choose the wrong words and we are considered out of touch, old school or not ‘cool’. On the other side of the coin, if we try to consider new ideas, or think forward a bit we might be considered too academic or a purist without a strong sense to technological or cultural limitations. What then is the right balance? How do we effectively communicate and at the same time be sure to be heard and found?
Specifically, say or write the words “Social Business”, “Enterprise 2.0″ or even “collaboration”, “innovation”, “co-creation” or “design thinking” and many people roll their eyes. “Oh, great another buzzword fest”. I suppose we can still possibly save “innovation”, just a hope. But, aside from that, the rest are too often fodder for power point presentations, executive motivational speeches and fancy conference track titles. That said, the core concepts are very important and we should not allow the hype cycle to get in the way of what we need to get done. The question is, when we write or present these topics, who are we talking to, who is the audience? Are we trying to convince the senior executive or the people in the field, boots on the ground?
I am not going to start throwing around generational monikers (X, Y, Z, C) in an attempt to further confuse. If the goal is to be creative and build something new (as in product, service or concept) and we are trying to describe the value of doing that to people of many ages, backgrounds and job roles, maybe we need a new way to communicate the message. Everyone understands the ideas of teamwork, creativity, working together. When we enter the corporate world is it required to change the names and labels? The following may not work for everyone, but I believe there is a crowd who might just appreciate the effort.
Remix and Mashup
Say the word Remix to most people under 40 (even some older, but not as many) and the mental image – or mental sound bite - is clear. A remix is a song that has been edited to sound different from the original. The remixed version might have changed the tempo or pitch, made the song shorter or longer. There is more to it than that, but that is the basic idea. A Mashup is similar in concept, but includes more than one song or instrumental from one song overlaying on the vocals from another. In the digital word, a mashup is a combination of different media, pre-existing creative, all put together. The ideas are similar and well understood, add creativity and originality to someone else’s original work.
(One area I am not going to cover is the legal parts. One, because I am not qualified and Two because I am talking specifically to internal collaborative efforts, ie, one company owns the original works, so it is all kosher.)
Now that I just stated that I am going to ignore the legal issues, the example I am going to use and the basis for the use of Remix is HitRecord. This is a public place to do this and illustrated the example very well. Again, for the sake of discussion, all creative are assigned to HitRecord, thus, no legal issues. The whole idea of working with anyone else internally at your company is to meet a business goal. It might be a new product, a project, a problem or something else – all towards a common goal. We could take a manufacturing / assembly line approach; you do your part, taken from someone who did theirs and hand it off to someone else. Yes, but thinking linear will only get you so far.
We need to Help Everyone to be…
Adaptable, resourceful and make it easy to change. In the world where many grew up (parents and grandparents) people went to work for big companies and stayed there 30 or 40 years. Those days are gone, but nor forgotten. The way I believe that Remix and Mashup can fit into the modern work culture is to allow creativity and fresh ideas to permeate the atmosphere of an organization. In the future, a person’s career will involve many employers, as well as periods of self-employment as part of an ecosystem. Of the modern company is going to survive, it will need to become more like an ecosystem. This approach will give people the opportunity to follow their interests, even as they change over time. The person working for you yesterday, with you tomorrow may be your boss tomorrow. You might one day call this a career Remix, or Mashup, I am not sure. You will take what you know, change the speed, tempo, add a new song or two and dance another day.
Helping means communicating in a language that is understandable, in and on channels where everyone is comfortable – or least willing to learn to adapt. Give permission to others to take your ideas and run with them – Remix them and add their own creativity. When someone helps someone else to learn something or to see it from a new perspective, this may be referred to as mentoring. Mentoring is age independent, anyone can teach, anyone can learn (ie, there is no such thing as ‘reverse’ mentoring). The goal, as a mentor, teacher, friend, peer, co-worker is to help others and help help yourself -
Enjoy the Remix
Clearly guided by a few musical mashups that I have been listening to recently, I wondered if it would be possible to create a mashup blog post. Thinking out-loud here, this could just be one long, run-on sentence that will make little sense in the end. It might be fun, or a bit of a waste of time. I suppose, you will be the judge of that – after all, the experience is yours to have, not mine to give. What it does for me is illustrate that as much as we would like to believe that things are getting simpler due to technology, they are in fact getting much more complex.
What was old is new again and the Internet of things is leading the charge in 2013. Everything is connected including people. Pretty soon a Facebook post by my wife, complaining about the cold weather, will turn up the thermostat in my house. Of course, if we move this the collaborative enterprise, then analytics and bigdata would need to be involved, and the temperature the office would need to be decision set by voting through streaming software, such as Yammer, Chatter, Connections or Jive. If we are talking about the temperature of the store, say Walmart or BestBuy, then of course, the voice of the customer would need to be integrated with the personal preference, the collaboration software as well as the input from Lithium, GetSatisfaction or Telligent. Thank you to Nest for making all of this possible, though I am not sure this is what they had in mind.
While we are on the subject of collaboration, it seems that email has nine lives and that the death of email has been a bit premature and/or greatly exaggerated. The amazing thing here is that the moment a new email thread is created with more than one person on the ‘To’ or ‘Cc’ line (no ‘Bcc’ here, please) then you have created an ad hoc collaboration event, which we have all been doing for years, little did we know (what is old is new again!). Another fun form of an adhoc collaborative event is the #hashtag. Now, these are not always ‘ad-hoc’ as TV and the movies are trying to push some out there, but during sporting events some do spontaneously pop-up, which are fun.
Now, if I want to make a conversation public, then I can share some of the thoughts Facebook, Twitter, or Google+ (where I can Like, RT or +1, respectively). If I decide to create more visually based sharing, then the sharing would need to be more along the lines of Instagram, Flickr or Multiply and if I am really adventurous then maybe even YouTube. I am not only thinking about the workplace, we are collaborating at home as well, think about music and movies, YouTube, NetFlix, Hulu, Pandora, Spotify; each an entertainment play, with stickiness coming in the form of, yep, social sharing, community or whatever your favorite name might be. Myspace fits in here somewhere, making a comeback of its own, though I am not so sure we will see a lot of Napster nor Friendster.
I do need better filters (sorry, not photo filters), so that I do not suffer from information overload. This filter will of course be cloud based, as a hybrid solution will not work, nor will a complete on-premise solution. As my information needs grow, the elasticity of the cloud will make sure that everything is just fine and all of the information will be seamlessly stored in either Box, DropBox, SkyDrive or a Google Drive. Once all the information is stored and I decide I want to write a crazy blog post (yeah, sorta like this one) I will be thankful that Evernote is close at hand, then I can transfer my thoughts from there to WordPress, Posterous, Blogger or Tumblr where I will link to from Twitter, Facebook, LinkedIn and schedule all of this through Buffer – did I leave anything out? Yes, if I want to comment, Disqus is an important part, I suppose. funny that I have made it to this point without even a mention of the most popular protocols of all, Skype, Chat, IM and SMS. Where do they fit into the conversation?
Something I forgot is that I need something to create my word cloud for all of the topics that I hit in 2012, otherwise, my infographic will not look very professional! Going back to email, I need something to organize my inbox; you know, the 3 Gmail accounts, the 2Yahoo accounts, Live, Hotmail and the AOL account I will never admit in public that exists. The question is, in 2013 is it going to get better, or worse? Are we going to invent more terms, more niche platforms, more things to remember – yeah, probably, but it will be fun, right? Finally, we will be doing all of this, on a daily basis from at least 4 devices each, with form factors from 3×3 to 48×72 and operating systems including, but not limited to Android, iOS, Win8 and a few others, as well.
Excuse me, I need to run, the phone is ringing!
For a some time, I have been watching, reading, discussing and doing my best to understand the very broad field of customer service, customer relationships and the supporting strategy, technology and processes which go along with each discipline. Along the way, Social CRM – a complex overlay on all of the above, has become everything from a hot topic to nothing more than part of buzzword bingo and back again. At the same time I have also been trying to keep tabs on Enterprise 2.0, Social Business and Collaboration (not Emergent). Going back and reading my own early thoughts here I can see that in some ways my own thinking has changed, but in many ways it has simply matured. I have been saying for a fairly long time that Social CRM and Entperprise 2.0 are closely linked. In September 2009 I said it here and here. I am not patting myself on the back here, more being self critical. I said this 2.5 years ago and frankly we have not come very far.
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
I really like that last point by Prem, collaboration is now a hygiene factor, it is a requirement to doing business. This is actually one difference, where the characteristics are not mirrored. Customers do not need to be social in order to be customers. But, social customers do require the internal organizations to be collaborative. All that is left to tackle are the remaining two simple questions.
Links provided from Mark W-H
Here is the question: How does Email communication fit into your 2012 corporate diet? Specifically, is there such a thing as a healthy diet of Email? Within your organization do you encourage email use, discourage it or leave well enough alone and go with the flow?
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.
I wanted to see if I could write an entire post using an iPhone, for some reason, it seemed an interesting way to think about SMS, (the protocol behind text messaging) as a channel communication. I did get the first 250 words ‘penned’ on the device, but failed to complete the task. I wanted to learn more about SMS, both technically and culturally. SMS/texting is a bit Jekyll and Hyde, as it seems to be among the most private form of communication available, yet, at the same time it is extremely social (ask a teenager), there in lies the intrigue. During my journey, the most consistent thing I found, was inconsistency! In my current role with Sword Ciboodle, spending time thinking about intelligence in the contact center consumes a lot of my time – Where does SMS fit? Do you have the answer?
I started my exploration with a query on Twitter. My simple question was “If someone hands you a business card, there is implied permission to call/email. What about texting? Why?” As some responses began to come in, my curiosity was piqued and I began to wonder about the broader SMS topic as well as where this peculiar channel fits into the customer service as well as the Social CRM realm. I then began to think about forms (requests for data online and off) and wondered if by giving a mobile number, there is an implied permission to use SMS. I expanded my research to the usual places (Google and Wikipedia) as well as to request the assistance of a few good friends.
SMS is often like ‘phoning from under the table’. Were you ever in a meeting and it was running over time, and you had to SMS your next meeting, or SMS the person chairing the meeting so you could get out? That’s the sort of back channel, back door to the main conversation that SMS enabled. It’s not the main conversation, it augments the main conversation. Kids do this all the time. Five kids in a huddle are talking to one another face to face, and another ten people via SMS, at the same time, and they are often in the same conversation. - Paul Sweeney, Friend and Head of Innovation VoiceSage
Paul’s comments really struck a nerve, mostly on the wide and varied use of SMS. His point on ‘augmenting’ the main conversation is a good and important one. In this case, it is like a back channel, with urgency and immediacy attached. I am not sure about your phone, but SMS seems to take priority, popping up and interrupting everything else. That said, I fear that we are no closer to defining how exactly SMS fits into a channel, social or communication strategy. Still struggling, I decided to reach out to another friend, Barry Dalton, Senior Vice President of Technology, for Telerx. Barry hit on a couple of excellent points, and finally I can being to see how the pieces fit together:
When I call you, whether you’re a business acquaintance or dear friend, you have the option of picking up or letting the call go to vm [voice mail]. SMS does not afford the receiver the same control. Have you ever sent a text and not gotten a response? What was your feeling? The sender knows the text went through. The expectation is that it will be responded to, pretty immediately. Whereas a voice mail left has a lesser expectation of immediate, or any, response. So, in that sense, with that expectation from the sender, I think it is viewed as more invasive and thus more personal. As for the person to company, its not so much the intimacy as it is the expectation of immediate response.
One particular point struck me, and that is that SMS is more invasive, it is not only push, but it is push NOW! As Barry highlights, there is a bit of uncertainty associated with not receiving a reply to a text. With family, the order is; Are they ok? Is the phone off? Am I being ignored, how rude! With business associates, it is the same list, just in reverse. As Paul stated “It retains those characteristics of being “of the moment”, thus the etiquette that has evolved.” Though I am not quite sure what the etiquette has evolved to, that is the question. Barry added some great and important points. As I mentioned in a previous post, I did spend some time on a Skype call with Graham Hill on this topic and Graham was of like mind here – “When you give out your mobile number, there is not an expectation that people will initiate the conversation via text”.
A bit of background and some data
According to Wikipedia, SMS / text messaging is the most widely used data application in the world, with 2.4 billion active users, or 74% of all mobile phone subscribers. Yes, that is both bigger than Facebook, Twitter and YouTube combined and more far reaching. The popularity is greater in emerging markets as well.
Starting with a little compare and contrast:
- For India: Mobile phone usage is (752 Million as of Feb 2011, with a 65% penetration) larger than the Internet usage which is (100 Million as of December 2010, 8.5% penetration). Various sources suggest that SMS usage in India is about 60% **.
- For the United States: Mobile phone usage sits at about 293 Million mobile phone users, with a 93% penetration. The number of Internet users is about 240 Million, with about a 77% penetration. Percentage of US subscribers who use SMS (versus number of messages) is unclear to me at this time.
- Both countries have about 40% Internet usage from their mobile devices, but the raw numbers are obviously quite different.
Getting back to SMS, while mobile phone talk usage use increased 1.8x between June 2005 to June 2010, the number of text messages sent in the US increased 37x in the same time period (CTIA). As I alluded to above, I believe SMS usage is skewed, especially in the US and hard to put percentages around, unless you slice and dice the data across many variables (age, gender, education, location, business…) SMS has an interesting history as well. SMS is sent over the control channel required between the mobile handset & the tower, which is the basis of the 163 character limitation. “SMS is sent over the control channel required between the mobile handset & the tower. This is a channel that the telecom operators need to have, its sine qua non – an inescapable cost thats already written off.” (Prem Kumar) The control channel is something that is needed, existed already, is underutilized bandwidth and did not cost the carriers anything extra – think about that when you consider your bill.
The Task at hand, Where Does SMS Fit?
I am not talking about ‘Social’ everthing , I am talking about communications, protocol and etiquette. When someone hands you a business card, the current standard is phone and email. Often, there are two or more phone numbers, office, mobile and maybe fax. More sophisticated folks may use Google voice, or some such technology, giving only one number. When a business has your mobile number they need explicit permission to use it for marketing purposes. According to Graham, businesses have not fully grasped the potential of SMS. My perspective, is that they are focusing on all of the other applications which sit higher on the stack of the mobile device. SMS is a perfect medium to drive a call to action. The character limitation is a perfect ‘excuse’ not to include details, because you cannot actually do it.
Where and how should SMS fit into the overall customer experience? SMS seems like a powerful yet simplistic communication protocol, which everyone with a mobile device has access to (though in the US there is an extra charge). It is fast, and works through walls (you know, those building where phones barely work, yes SMS works). There are some fantastic uses of SMS:
- Your car is ready, please come by and pick it up, thank you for your business
- You are nearing the limit on your <insert many things>, would you like to add to the balance now?
- We are running a special on double mocha lattes, please stop by, show the attached code
- Here is your boarding card sir/madam, just use the attached QR code to board your flight.
Notice that the main use is outbound, SMS, in the context of business to consumer does not appear to be (not in the US anyway) a synchronous, by directional form of customer communications. I would like to hear a good example of a customer using an inbound SMS to take action. Send ‘em if you got ‘em! What are the boundaries of your mobile number? Would you expect a new acquaintance to send you a text message? What if an online form asks for a mobile number? Say for your kids school, the cable company, the electric company? Is the answer the same?
Yes, I am asking a lot questions in this particular post. Some friends made some interesting comments when I asked the question on Twitter the other night. Barry suggested that Customer Service has skipped SMS, which I’m some industries is true. But, there is value. A special thanks for friends listed below as well as those through Twitter who offered feedback during my exploration. I would like hear your thoughts!
Earlier this week, I was able to catch-up with friend Graham Hill via Skype. Before you get too far, this is not an interview style post. This is an extension of the sharing of ideas to a broader audience. I first met Graham, in person, about two years ago, his insights into CRM, Design Thinking, Innovation, Co-Creation and a broad variety of both business and technical topics is simply awesome. We touched on many different topics, and true to form, after the call, Graham shared links and resources, which I thought would be worthwhile to share beyond just our conversation. I do have a lot of reading to do, that is for sure! We did spend a fair bit of time talking about SMS as well, in relation to some research I am currently working on – post forthcoming.
First a new approach / framework for requirements gathering with a focus on the agent/user call the i* Framework. The framework takes a new approach to designing systems based on how work is done and how value flows through work systems. Graham was passionate about this particular framework and it sounds very interesting and valuable to designing systems.
The i* framework conceives of software-based information systems as being situated in environments in which social actors relate to each other in terms of goals to be achieved, tasks to be performed, and resources to be furnished. The i* Framework proposes an agent-oriented approach to requirements engineering centering on the intentional characteristics of the agent. Agents attribute intentional properties (such as goals, beliefs, abilities, commitments) to each other and reason about strategic relationships. Dependencies between agents give rise to opportunities as well as vulnerabilities. Networks of dependencies are analyzed using a qualitative reasoning approach. Agents consider alternative configurations of dependencies to assess their strategic positioning in a social context. The framework is used in contexts in which there are multiple parties (or autonomous units) with strategic interests which may be reinforcing or conflicting in relation to each other. Examples of such contexts include: business process redesign, business redesign, information systems requirements engineering, analyzing the social embedding of information technology, and the design of agent-based software systems.
The Second link which references the part of our conversation which touched on Value Networks and Collaboration. A new approach to modeling collaboration within an organization.
Work life is completely changing as social networking and collaboration platforms allow a more human-centric way of organizing work. Yet work design tools, structures, processes, and systems are not evolving as rapidly, and in many cases are simply inadequate to support the new flexible and networked ways of working.
Value Networks and the true nature of collaboration meets this challenge head on with a systemic, human-network approach to managing business operations and ecosystems. Value network modeling and analytics provide better support for collaborative, emergent work and complex activities.
Third – We both get a bit passionate when relationships within the business world end-up being unequal. The following talks about companies are managing customers for value over their whole lifecycle, not just at sales touchpoints. This topic is particularly important to me at the moment in my new role. Here is the link (It is an HBR article and is a PDF)
Companies have powerful technologies for understanding and interacting with customers, yet most still depend on mass media marketing to drive impersonal transactions. To compete, companies must shift from pushing individual products to building long-term customer relationships.
The marketing department must be reinvented as a “customer department” that replaces the CMO with a chief customer officer, makes product and brand managers subservient to customer managers, and oversees customer-focused functions including R&D, customer service, market research, and CRM.
Any conversation between two passionate people within the CRM domain, which did not spend just a few minutes talking about loyalty, would be a missed opportunity. Thus, true to form we spent a few minutes talking on the topic, with more reading for me on the topic! The following is an excerpt from another PDF, this time from the Economist, shared by Adobe and of course, part II (also a PDF).
Most companies today face a two-fold dilemma. In many product and service categories, competition based on both price and quality is increasing. Customers, faced with so many good choices, are making decisions based on a variety of complex factors. Even in business-to-business sales a similar dynamic is evident, as loyalty and relationships play less and less of a role in many contracts.
In this environment, the enterprise interested in winning, retaining and deepening customer relationships can no longer do so simply by creating a better product or even by holding down costs. For many companies, both strategies are essential simply to stay in the game. Increasingly, executives are finding that the winning differentiator is no longer the product or the price, but the level of engagement—the degree to which a company succeeds in creating an intimate long-term relationship with the customer or external stakeholder.
Sharing thoughts, information and resources is how we all learn and get smarter. Graham has a tremendous amount of knowledge and experience. In a social world where too many people are trying to replace experience with book knowledge, Graham strikes a great balance (with more of both, than most) – and most important, he is willing to share. As you can probably gather, we touched on lots of different topics and and the discussion was quite enjoyable. I am looking forward to our next conversation, and getting together with Graham in NYC this summer – Enjoy!
I could not help myself, apologies to Dion and the rest of the folks at Dachis, you do great work, the title just sort of came to me. The driver for the title, and for this post, is Dion’s post The 2010 Social Business Landscape. I do want to thank Dion and the rest of his team, you came really close to getting it right (I am not going to be so bold as to call it wrong). I am not really a purist, but I am sticking to Paul Greenberg’s definition for Social CRM and Andrew McAfee’s definition for Enterprise 2.0. For Social Media itself, I am sticking to “Social Media is a set of technologies and channels targeted at forming and enabling a potentially massive community of participants to productively collaborate”.
In the post, Dion references his previous thoughts to help redefine Enterprise 2.0 (just a little). Here, he shares with the readers, that Enterprise 2.0 as the freeform social tools in the workplace, with a concentration on developing solutions to achieve specific business objectives. Great, I am all about achieving business objectives. Wait, what freeform tools are we talking about? Dion also warns the readers, suggesting that we focus way too much on the tools, organizational change and new collaborative approaches, instead of focusing on the business problems.
Close but no Cigar #1: How can Enterprise 2.0 be the furthest element to the right, if none of the supporting technical elements (along the Enterprise axis) are close to the same level of adoption?
Looking at the charts is interesting, it might even valuable to some. But how does understanding this chart help ‘Me’? Not me, as in Mitch, me as in a business. We all have jobs to do, how does understanding this chart, even with the description help me to get my job done? As I was writing this post, at this spot, Jon Ferrara referenced, via twitter, this post on Forbes
“Just developing tools doesn’t mean everyone will use them, and certainly not always for the intended purpose. When Edison invented the magnetic recording disk he thought the main use would be for business dictation rather than music recording.”
The point it makes to me is that in order for customers to make sense of how we plan to put these tools to use, we better tell them the value of the tool. It matters to some that others have adopted them, but why and how are much more important.
Close but no Cigar #2: Putting concepts like Crowdsourcing, Social Location and Social ECM on a picture without really (sorry the ‘blurbs’ do not cut it) describing the business problem each is solving adds confusion, not clarity.
Just a quick note before I hit my last topic – I just do not understand the Cloud/SaaS v On-Premise Overlay at all. I will post that particular one on the base post. Seems artificial and unnecessary, IMHO.
The Social CRM Afterthought
Saving the best for last, the miss here gets the rest of the box (of Cigars). As I noted above, I am sticking to Paul’s definition of Social CRM. If we can get past the slight of Social CRM being the only topic on the image without a ‘blurb’ in the post, then we can really dive into the topic.
Social Media Monitoring, Social Media Marketing, Customer Communities, Crowdsourcing, Mobile Social, Crisis Management are all extensions of standard CRM – why, because the help businesses go from inside-out to outside-in and focus on the needs of their customers. We need to listen, learn and engage our customers, we are not just managing them anymore (as if we ever did). I would agree that many of these disciplines are well into the adoption phase, as they have matured enough to actually solve business problems. If the companies actually have a business use for all of these technologies, then they in essence have begun to adopt Social CRM.
Further, as Paul mentions in another great post today, it does not matter what I call it, what matters is that I can help my customers solve a problem. We could (and should) take every core point of his post and exchange Social CRM with Social Business and re-post the entire article (yes, some of the facts and figures might just need some tweaking). I find it difficult to believe that the level of adoption of Enterprise 2.0 is as high as the picture suggests.
Customer Enablement Technology
If we really want to help people to figure this out, then we should pay attention to this recent post by Mark Tamis – Customer Enablement Technology. Here is my favorite part of the post:
“Although these approaches give us new ways to get to the Voice of Customer, In the age of scarcity we need to find new ways of creating value that go beyond creating value for the company alone, as Wim Rampen states here. The issue with VoC is that you are still looking through the lens of your company that has a particular colour. Rather than nurturing a collaborative relationship with customers, employees, and partners that feeds on itself and leads to the closest approximation of the desired outcome for all parties involved, there is a fair chance that idea&s and insights just get bounced around the walls of the company to either get lost in its meanders or come out looking quite different from what was actually needed.”
Friend and colleague Paul Sweeney commented on Mark’s post, which adds something that the Social Business folks really should focus on:
“What I really like is that customers need tools-methods-processes by which they can define how they wish to interact with your organisation. We are some way down that line, but its still very enterprise centric isn’t it? (In our company we refer to this approach as generating “edge processes” i.e. processes that don’t want to “look into the enterprise data/ systems” but which can enable / empower the customer by placing the processing, tools, and methodologies into the hands of the customer AND the enterprise user”.
I will leave with the final thought. The entire goal here are for business to create sustainable organizations. Ones where people like to work and customers like, value and appreciate the products and services offered. I will suggest that we spend more time helping companies to isolate the tools and components they need to accomplish their goals and less on definitions and generalities. If we focus on what our customers need to get done, and efficient methods to accomplish that, we will be good!
I am off now to take a nap, enjoy your day.
A couple months ago, I realized that it was time to renew my passport. I downloaded the forms, filled them all out, dropped by town hall, where I had my official exact size and specification photo taken, verified the details and then mailed the passport application. The application stated something like: “Please allow 6 weeks for receipt of the your passport”. 4 weeks later, there it was, in my mailbox. I was able to check the status online, but never actually did it. Ok, it was just a passport, and the government is the only game in town, but my expectations were met. I did not worry, there was no angst and the event passed without much fanfare
Whether it is a purchase at the local grocery store, a software purchase online, a car, or a phone and the associated service plan, we all have expectations. Trust, boiled down, is ultimately the expectations set between two entities, usually people. It could be between a person and a brand, but that sounds a bit like marketing speak. It is what it is. When a brand make a promise, it is setting my expectations, as a customer. Business to business is no different, actually, more often than not, a business includes a person in-between the brand and the customer. This is not always the case, but often it is, when you make a business purchase, there is almost always a person involved, this person is acting a proxy to the brand. As business purchases are typically more complex, that extra level of comfort of looking someone in the eye makes the difference.
In the age of the social web, this is no different than it was before. The question then, is what should a business, or the people within the business be managing? Customer Relationship Management (CRM) suggests that I am actually managing a relationship with customers, which in some ways sounds kind of silly. Most CRM systems simply manage data, and leave the relationship part to the human looking at the data. So, some have suggested that within this new normal, it might be more appropriate not focus on managing relationships, we should focus on managing the social aspects of the relationship, or SRM. This might bring things closer, in other words, if we focus on the human aspects then we may have more success. We can help business people by providing the right information, at the right time. This fostering a way to focus on the important aspects of the relationship with people (more than just customers even).
The only thing that needs to be Managed are Expectations
As I have said in previous posts, relationships are built on trust, not data. And, as I said above, a large component of building trust depends upon meeting expectations. Therefore, my conclusion, therefore is that to element which needs actual management, are the expectations. Everyone needs to know, and fully understand what each and every customer, supplier, partner and any other member within the ecosystem expects. I am not suggesting that customer data and all the other components of CRM are not needed. I am saying that at the only thing that really needs to be managed are expectations. Everyone needs to understand the brand messaging, as this is setting the expectation of the future buyer, for example.
To me, this is what the word ‘Social’ adds to CRM, it is not only social technology, it is about adding the human element to the impersonal nature of most CRM applications. Since social CRM changes the focus from your rules, as a company, to the needs of your customers, the next step beyond understanding the needs is meeting the needs. Social CRM is about the Social Customer as well, and the new level of expectations. Once a person or organization attempts to meet the needs, more often than not communications, interactions and conversations will occur where some level of expectation will be set. Are you confident that everyone on your team is aware of these expectations? A consumer yourself, maybe a parent, what are the results of expectations missed? How about overachieving, or exceeding expectations?
By the way, I can not think of a better reason for collaborative technologies internally, maybe even as part the CRM application, or Social CRM application itself, where Gartner thinks collaboration is central to Social CRM.
I do not get it, I just don’t!! Please pardon the outward expression of frustration, my apologies, sort of. Apology made, I do want to know the answer: why is it that so many people believe that Social Media will live or die based on Marketing. I am not making this up, here, read for yourself:
“Social Media is business can go one of two ways, it will either skyrocket or cave in. The next few months will be crucial in determining the direction the social side of online marketing goes.”
The author further goes on to state:
“We all must be extremely open to sharing and this is the only way in my opinion social media marketing and business will work together. Business owners need to share and share often.” and asks “Can social media and business co-exist?”
There is a link to the whole article further down, but I am still wondering about the question posed by the author. Of course they will co-exist. The real question is will your business be able to co-exist with Social Media. If all you do is Market to, Share with and Talk to, “NO” they will not coexist. If you use Social Media for what it was intended and begin to leverage is as an engagement platform, a place online to connect with your customers, well, then now we are on to something.
If you are able to focus, as a company, to build and offer better products, while developing better, more engaging and longer lasting relationships, how could anyone wonder if they will co-exist? Social Media is an available channel and a powerful tool, if you screw up, by losing trust and using it as just another bullhorn, sure, you are hosed. The collaborative Enterprise, or E20 looks inwards which also leverage Social Media tools, and technology.
Let’s not forget, it is about the Customer
Friend Wim Rampen recently wrote:
“..marketers continue to focus on explaining to (potential) Customers what value they are providing or adding. Firms seem not to understand that the other side of the table is not deriving value FROM the product. The other side is trying to get a job done and your product or service is a means to that end, thus they are creating value WITH the product. And – this is really important – they can’t do that job without themselves.”
Wim’s article is quite good, and you should take a look, (after you finish here:-). But putting another part of the article together to further make my point:
“Actionable insights are not only derived from good analytics, you need to understand what it is you want your Customers to talk about too, and then see if you can get them to do so.. Don’t wait for the feedback to come to you, but actively seek the feedback you need.”
You cannot even get to this point if all your doing is using Social Media to broadcast messages, there is so much more you can learn from your customers, if you start listening and engaging, then acting. I apologize again for the rant, but it just seems so obvious, am I missing something?
Here is the article I am referencing. I usually suggest that people read it, but today, I am not so sure – your choice.
In short, no, it cannot – that simple. Disagree?
The essence of Social CRM is about inviting your customers into your organization, like you invite an old friend in for dinner. But, in order to invite them in, you must be prepared. The preparation will require change, both cultural and technological. From a technological perspective, tools (yes, tools) that support social networks are going to be key. The support, or the backbone, will need to enable, and even foster collaboration between and within companies and increasingly, with customers. This doesn’t mean a technology-first approach. But it does mean selecting the right technologies (and only the right ones) to enable a natural collaborative ecosystem. “Natural” is a fun concept, here, it means, hang out with your customers where they are, not where you want them to be. If they invite you to dinner, that will work as well, just mind your manners.
It is about the best use of technology, leveraging what is present, or expanding what you have as needed. It is not about the platform, but about the people who are the platform. If tools and technology can be used to leverage the knowledge within and across your organization, then make sure people understand the tools. If you are a small agile organization and this is not about technology, but experience, then make sure your team gain experience at every possible opportunity. If your teams are able to adapt and communicate efficiently, then meeting the needs of the customer will be that much easier; then, and only then can SocialCRM can be realized. Wait, is the objective to realize Social CRM or the value, independent of the name? And does technology need to be involved at all? No, asking the the right questions, at the right time, in a caring and sincere tone is Social (we have been living with that for the past 1000 years).
Friend and sparring partner Esteban Kolsky wrote a post “What comes after Social Business” recently where he shares a concern with trying to match internal transactional data with collaboration data. (no he is not really a sparing partner, I actually learn a lot from Esteban)
“The idea behind social business of bringing internal collaboration together with external interactions has one major flaw – it attempts to integrate an action (collaboration) with information (data) as if they were equal.”
I think Esteban gives more credit to businesses than is deserved, no one is there yet – thus we are not ready to figure out what comes next. We need to think about what the customer wants to do, and enable it. You know the royal “We” this is going to take some work to figure out. These are important aspects of your business, no one, nor a tool can direct you to nirvana. It might take some long hours, and lots of thinking (and data analysis) to get there – think about your customers, put yourself in their shoes. Even better ask other parts of the organization to do it, it is worth the time!
If a customer wants to collaborate, cool, let’s work together. If we are focusing on transactions and information, then that is good too, just another type of good. If I am a small company, with a unique clientele, then there is the possibility that we can achieve both at the same time. In other words, let’s do business together and work towards increasing the value of the business for each of us. I cannot do it alone though, other members of you team, organization or enterprise need to be involved.
In short, I stick by my first statement, if you cannot help, allow or enable your organization - large or small – to be collaborative, work together, then the value of trying to be Social within the context of CRM will be lost. How are you going to get this done?
- Rethinking the Customer Journey
- The Simplest Thing I Ever Had to Write
- Context Integration, the Future of System to System Interactions
- The Evolution of Customer Community
- The Fine Line Between Personalization and Creepy
- Experience Innovation
- Maybe We are Using the Wrong Words to Describe Collaboration
- Enterprise Customer Experience, A Convergence
- Context, the Difference between Information and Knowledge
- Who is the Clutch Player on your Team?
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