In my weekly routine, I try to strike a balance between academic thinking, practical thinking and the balance between the two.
Living in northern Vermont gives me the opportunity to create fun metaphors to think through complex topics, allowing me to add a bit of local color. December is typically a cold, dark and ‘stay inside’ kind of month around here. Yes, there is a little bit of last minute shopping to be done, but often the keyboard and Amazon suffice. However, there is typically little snow in December, thus no real good reason to go outside. As luck would have it, this year has been a little different, with 30 inches (75cm) of snow directly before New Years, kids sledding on the hill, me able to hit the slopes with my boys. This December was indeed, different.
What is the Right Amount of Information?
I am driving my daughter to gymnastics and present to you the following: it is 25 degrees Fahrenheit, snowing and there is 3 inches (~7.5 cm) of snow covering the road. I am traveling a meager 20 miles per hour. I ask, via twitter of course, if my foot should be on the accelerator or the brake, how would you answer me? Skipping the obvious, a stop sign or a car stopped ahead (It was a voice activated Tweet). Is the simple Tweet enough for you to answer my question?
What I am getting at here is that their are a few parts, first we have the data (temperature for example). Information then comes from assembling and analyzing the data. In this case, we have temperature, precipitation and road conditions. Knowledge comes first from putting the information together and adding context. It is snowing, the roads are covered and the temperature is not going to melt the snow. There is probably hard pack snow, on the roadway, underneath the freshly fallen snow. Wisdom is then applying experience and acting accordingly. I will try hard not to drive off the road, remembering that four-wheel drive is great for going, it does nothing for stopping.
In this situation, I am actually traveling up a hill, one way, (and down a hill on the return). This is an important piece of information, without it, an answer should not be given. So, it does depends which direction I am driving. If I am trying to make it up the hill, I need a little more speed. If I am going down the hill, I am hoping that the breaks do their job.
Translation to the Digital World
In the digital age, the difference between information and knowledge is important and it is going to become even more important. This is in no way an academic debate that I am trying to jump into, 20 years late. Many people, smarter than me, have given this discussion much more thought. What I am trying to suggest is that context is a critical piece of information, and without context all you are giving back is data, information at best. In order to present knowledge, information, data, insights and experience need to be in a continuous loop. This is especially true in the digital age of rapid communications. Teams need to think through as many scenarios as possible and make sure the context is carefully considered.
Looking at a Tweet, a Post, a Blog, a Picture or a Status is only one bit of information, usually in isolation and not enough. Some would say it is only one bit of data not even information. The capability to respond, engage or communicate on social channels requires access to information (what is the right answer), but beyond that is ‘How’. It requires experience, insights and, yes, context. What has not changed is that answers, right or wrong, travel far and wide. Context is the idea that the information shared is relevant, in both time and situation to meet the needs of the person asking. In the scenario above, telling me that the car is certainly capable of 140 miles per hour is not an incorrect statement, but it does lack relevance.
The call to action is to make sure that your people, processes and technology are up to the task.
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!
(Trying something different – this is a cross post from one done earlier this week on CRMOutsiders. The idea is to incorporate some feedback from comments on the post and discussions I have had to enhance the topic)
So, what exactly did I learn from my Gardener? (Gardener not Gartner) And, how in the world can I apply it to CRM, or further, a CRM implementation? In a nutshell, I learned that proper planning for application development, deployment and just many initiatives seems to be a lost art. This seems to ring especially true for Social Media initiatives.
Plant a $5 shrub in a $10 hole
When I am not in front of a computer screen, (which seems to be a little too often) I long to use some of the handy skills, which my dad taught me when I was young. Build it, fix it, rinse and repeat. About as close as I come is reading my monthly issue of Popular Mechanics, looking at all the cool things I should be doing, or getting some advice on topics such as gardening. The inspiration for this post is the May 2010 issue, page 126 (yes, I bet it is online somewhere). The simple statement, in bold above, “Plant a $5 shrub in a $10 hole” really just sunk in (bad pun, sorry). The small blurb goes on to say: “In other words, your extra labor will be repaid with vigorous trees and shrubs.”
I hope that you, the reader are able to make the leap. If the focus is too heavily skewed towards technology and not the planning, requirements gathering, analysis, design and then implementation – not too mention people, culture, process changes and role changes – then how can you expect success in deploying a new system of any kind? Spend the time, up front figuring out what you need to do in order to make the project a success.
Mark Tamis had this to say about the topic:
Not only is the problem not understanding the problem you are trying to solve, the problem is also in thinking that the technology will solve the problem. This is like trying to fit a square peg in a round hole. The shiny object may look nice, but if it doesn’t get your job done and lad to your desired outcome, why waste the time and the effort?
This is not only about something new
The article referenced above is not only about a new ‘hole’ for a new ‘plant’, it actually starts with a question about what to do if a plant does not seem to be doing well after a long hard winter. Hmmm, I wonder if I can get away with calling the economy we experienced during the past 2 years a ‘long hard winter’ – yeah, I think I can. So, in this scenario, do I just say ‘out with the old in with the new’? I am not only talking about CRM, I am talking about technology of nearly any type. Extending the metaphor just a little further, if I simply swap the plant, without checking the soil, making sure there is enough water, or proper drainage, putting in another plant will likely lead to the same end result.
When I shared these thoughts with Reem Bazrari from SugarCRM, she offered the following as important to the conversation:
More importantly, the provider should sell its technology with that understanding as well:
1- Educate the customer on standard or industry process that would help them improve their business
2- Provide the technology with a ramp-on plan and explain how it will tie with those processes
3- Continuously monitor the customer’s feedback
Simply replacing technology with newer technology often seems like the easiest solution. But ask yourself, and your team, what is the real reason we need to do this? I have read from many highly respected sources, that technology is rarely the problem, it is properly preparing for the technology that is the problem. Again, I am not talking about net new here, I am talking about ‘rip and replace’ because of that new shiny object in the corner over there.
Martin Schneider (CRMOutsiders) asked this question – Who Owns Social Data? to a panel at the recent SugarCRM conference, held in San Francisco. Sameer Patel, Esteban Kolsky, Jeremiah Owyang and Diogo Rebelo participated in the panel. Since I was in the room, and organized the track, I threw my $.02 in every once in a while (sorry guys). I followed up via email with Sameer and Esteban, and Jeremiah started a whole thread on data and data ownership on the scrm-pioneers Google group.
Please keep in mind that I am looking at this question from the company perspective. I know, how very non-social of me and of course Inside-out. In fairness, companies knowing more about people is a good thing, it can aid in more Social CRM types of activities – I understand your privacy concerns, but let’s not go there just yet. The idea I threw out at the conference was simple “Data owned and Data borrowed”. My meaning was/is simplistic, there is some data that will be managed by the company and then there is data managed by someone else (maybe even me). An example of this is the data that a company has because they asked me for it, core demographic (Email, Address, Phone) and then there is the data that they try to find out about me and my company by taking the core demographic data and looking elsewhere (Hoovers, LinkedIn, Twitter, Facebook, Radian6, Gist).
So, on to my thoughts…
The following taxonomy (a bit of an obnoxious word, apologies) which I forwarded to Sameer and Esteban looks like this:
1 – Data owned – The system in question is the canonical source for the information
2 – Data copied – The system has a copy (synch maybe) of a piece of data
3 – Data borrowed – The system is either pushed a piece of data or it pulls it and it can act on it logically but does not keep a copy
4 – Data displayed – Think UI mashup, the system itself is basically unaware of the presence
(With friends as witnesses, this article was well underway prior to the SalesForce announced intent to purchase Jigsaw. What was once ‘borrowed’ or displayed data – as we will see – might now be managed data, if this becomes a trend, the equation may change)
Esteban, in typical fashion, started with “I like your taxonomy, but…” Esteban suggested a slightly simpler approach “Created, Stored, Used”, which is a little simpler, as borrowed and displayed are combined. While the majority of the world seems to enjoying bickering (me too sometimes) on minute details, I am perfectly fine with the suggestion (no “but”). Esteban’s most valuable point to me is the following:”..the true value is not in the creation or storage, is in the proper use.” I like that, as long as the use within the terms specified by the owner. Going into data ownership is beyond this post, (and I will quickly get in over my head), as the Terms of Service seems to be a little different for various data sources.
Now, on to some feedback from Sameer. Sameer struggles with my suggested taxonomy as well, and he has a right to, as I was unclear in my email to him. Was I intentionally ambiguous, no, but I tried not to lead the answer either. Thinking out loud if you will hoping to get others to think as well. Sameer flattened my taxonomy as well, but he combined copied and borrowed. This is an interesting perspective and I cannot disagree with his logic either: “Where it used to be that the money was in the aggregation, now its in the network facilitator who in turn gets to sell the fire hose or the data to be manipulated into intelligence.”
Operational versus Analytics, it makes a difference
If the system is looked at from a purely operational perspective; meaning people trying to make decisions based on atomic changes (versus masses of data) the approach needs to be one way. If you would actually like to understand trends and behaviors (you know, Analytics) then you would actually need a copy of the data I referred to as borrowed. In reading back through my own words, I suppose the question is not really “Who Owns Social Data?” (As I believe Sameer said on the panel “Who cares?”) it is more important to understand what you would like to do with it – what you need, when you need it.
In the end, I might suggest to keep the more detailed taxonomy, and you can feel free to condense or expand as necessary. I believe that for their described uses of data both Esteban and Sameer are correct. I also know that Sameer does not just focus on Analysis, nor does Esteban just focus on operational use – my point is specifying the use upfront is important.What are your thoughts? Is the taxonomy too simple, too complex – or just plain old unnecessary?
I would like to thank them each of them for their time. Each has their own blog, and you should pay attention to them there!
Esteban Kolsky is a customer strategist. He advises organizations of all sizes how to approach their customer initiatives to succeed. Esteban believes strongly in analyzing data from carefully thought out research. Esteban also likes to tackle the sticky issues that the rest of us avoid – calling a spade a spade if you will.
Sameer Patel helps leading organizations accelerate employee, customer and partner performance via the strategic use of social and collaborative approaches and technology. He shares his thoughts on this, as well as the software vendor landscape and on occasion, a healthy rant or two about unrelated stuff that’s on my mind.
I am not simply going for shock value, I am asking a tough question where one of the possible answers is ‘yes’, and that scares me a bit. If we choose to ignore 20 years of knowledge, experience and best implementation practices, then we are setting ourselves to repeat the same mistakes that gave CRM a bad name. This pushes the answer towards ‘yes’, how can we push it towards ‘no’? Is this post an about face for me personally? No, I do not think so, call it a prequel – something I knew, felt and should have said a long time ago.
There are some great ideas, even some really awesome technology components that can make up the pieces of a solid Social CRM strategy. However, at the core, there needs to be a well architected, flexible CRM application that will serve as the foundation for the Social CRM strategy. There are certain things ‘the basic blocking and tackling’ if you will of CRM which cannot be ignored.
You cannot jump to Social CRM if you do not understand CRM
Without a proper foundation, adding more layers and more cards simply adds to the instability. Recent posts (and some not so recent) are well suited to help me describe my concerns. (They are listed at the bottom, to avoid hyperlink hypnosis). If we first look at Paul’s definition of CRM and then Social CRM it should be clear that Social CRM is an extension – by process, culture and/or technology– of CRM. The change was and is required due to the changing needs of the customer.
Since the customer changed, the companies also need to change. But, If you change the focus (who and how), it is very easy to forget the battle scars of CRM 1.0 implementations. As Esteban points out in his recent post, the ownership of the concepts of CRM have moved from one part of the organization to another. Because of this change, the institutional knowledge regarding what it means to build a holistic customer strategy may not be all there. Some is lost, or worse, some is being ignored.
Social CRM is not simply a set of CRM bolt-on modules
Getting past definitions and focusing on what it is, Michael Fauscette says it quite well: “CRM is a customer strategy and many companies have chosen to use SW [software] and technology as a part of that strategy. SCRM [Social CRM] just extends that customer strategy in a few ways.”
Again, I am not talking about definitions, I am talking about practice. Is technology a part of the extension? Yes, it probably is, but it will not work if you do not make people and process changes first (think attitude!). If you use technology as a part of your CRM strategy, then you will likely need technology to extend it to a Social CRM strategy. If you do not have a well organized technology strategy for CRM (meaning it is not simply email and spreadsheets) then adding new technology for Social CRM will NOT be effective.
The Process of Social CRM is dynamic
It is dynamic because where and how the conversations happen will change. Brian and others speak a bit about ‘changes in centricity’ – I am summarizing, but the sentiment should not be lost. Customer centric versus management centric; Conversation centric versus Process Centric – Centricity, Focus whatever the best name for it is, needs to evolve and meet your business need – what do your customers want. Regardless of what you call it, both sets of data are still important. Can anyone tell me that what I purchased, when I purchased it and my buying patterns have stopped being important? I know Brian was not going there, I am illustrating a point. Please read his post, it is important.
Jacob posted the Social CRM process, is it right I am not sure, actually it is probably wrong – hold on, I am not coming down on anyone! I applaud Jacob because anyone should be able to take his diagram and use it as a baseline model (not a best practice) and move the arrows, fill-in the boxes and make it work for your business. People, Process and all that… Jacob is spot on for highlighting process – look at what you have, and where ‘Social’ should fit into the company. Do not force Social in, just because it is cool.
Ok, maybe a little bit of shock value
If at least made you stop and think, I feel a bit better. I really like Social CRM. I enjoy thinking about, writing about, talking about and even well debating a bit. Here is my mea culpa, I have a CRM application, I use it everyday. To me, thinking of Social CRM as an evolutionary step, not revolutionary as assumed. My apologies. If this seems like a change of course, well the Blog does not have a title for a reason…
This list is not just a WordPress – blogs you might also like to read! These specific people, posts and comments on the posts influenced my own thoughts – what are yours?
Paul Greenberg’s – Traditional CRM v Social CRM: Is There a Difference
Esteban Kolsky’s – Why We Cannot Get CRM (and SCRM) Quite Right
Brian Vellmure’s – Traditional CRM vs Social CRM: Expanded
Michael Fauscette – What makes “CRM” Social
Bob Thompson – Can you do “Social CRM” w/out Social Media/Networks
Jacob Morgan – The Social CRM Process
This is a Guest post and a cross post (with permission) by Martin Schneider
CRM takes on many faces, and encompasses a lot of different technologies. We would be ridiculously arrogant, and wrong, to assume that our solution was the only way to manage a CRM initiative. When at the optimal stage, CRM systems are hitting on all cylinders by not being one piece of technology but rather many tools working together to support the people and processes that make your human interactions unique.
In that vein, a major trend we are seeing among users and in general is the need for more fluid tools to support the highly versatile forms of collaboration going on around sales, marketing and supporting customers. Gone are the days of information silos – where a sales rep or manager reigns supreme over most of the interaction data surrounding an account; nor is it sufficient to only arm support agents with the data and tools to solve customer issues.
MindTouch is a company with an interesting take on collaboration and data sharing (and what’s even greater is that Mindtouch is a commercial open source company). I caught up with CEO Aaron Fulkerson recently to discuss his SugarCon presentation around Collaborative CRM, and the conversation quickly opened up to include concepts like the convergence of enterprise 2.0 and social CRM, as well as how cloud computing is affecting modern CRM deployments…
Aaron, your SugarCon session is around “collaborative CRM.” Can you give a quick definition of collaborative CRM vs. traditional CRM?
Terms like “social CRM” and “Collaborative CRM” are being used a lot these days and it seems as if the products in this space grown daily. MindTouch has a very specific view of what Collaborative CRM needs to be.
I can boil down the biggest difference in two words: Information Asymmetry. Let’s take a common CRM use case – managing a specific transaction. This transaction has a lead account manager, perhaps a sales rep who helped qualify the deal, a pre-sales engineer, and possibly a services manager engaged. All of these team members have various contact points inside the prospect. These multiple contact points can quickly create an information asymmetry situation where data that might be held in the form of emails, documents, phone call notes, etc., isn’t as accessible as it could be, and that could be to the detriment of the transaction.
Our vision of Collaborative CRM is to create an information advantage for all of the team members involved. I’m excited to share this vision at SugarCon.
So, where exactly does “Enterprise 2.0” meet with CRM? Are they two separate things?
To realize the ‘information advantage’ I mentioned before, the CRM system must embody Enterprise 2.0-type attributes – that is to say, to openly and easily interface with other information-rich systems, to support the collaboration amongst team members, including those who wouldn’t traditionally interact with a CRM system.
A lot of CRM systems are great with structured data, but how can users better leverage unstructured data like emails and PDFs etc. in their CRM initiative?
Great question. Unstructured data cannot be overlooked, as they are vital pieces of the activity stream. All too often, aggregating the data in those activity streams is overlooked, this is especially true for purely ‘social crm’ solutions. These emails and PDF’s are typically relegated to your desktop or your inbox. Emailing these documents back and forth has to be the single most inefficient way to share documents, and everyone does it. MindTouch ensures these types of data points are not overlooked, by integrating them directly into the activity stream, making them collaborative – easy to find, share and act upon.
How does it benefit a user organization to have open collaboration tools versus proprietary alternatives?
No two organizations are the same. You can definitely provide customers with purpose-built and feature rich solutions – but there will always be the desire on the customer side to perform their own customization. Most often, this occurs with a custom application they’ve developed in-house. With rigid, proprietary offerings, this might not even be possible.
Finally, how are you seeing “the cloud” change the way businesses collaborate with each other, and their customers?
MindTouch is web-based, so we’ve always had the benefit of providing our customers a solution that could cross boundaries – enabling internal teams to collaborate with partners, vendors and customers. The big benefit we see in the cloud is that it becomes a great equalizer. No matter how easy you make your product to download, install and deploy, there will always be that slice of the market that doesn’t have the IT wherewithal to make it a reality. With the cloud, any size organization can simply sign up and be up and running in minutes. This means a company of any size can now leverage the same enterprise collaboration solution that companies like Mozilla, RightScale, Intel and the WashingtonPost rely on.
At first I was going to state the title in the form of a question, but this is not Jeopardy, and I wanted to make a point. The point is simple really, the path to success in Social Business is through Social CRM, said with conviction, not hesitation. This is not going to be a blog about definitions, though some may show up later or in the embedded presentation. While I have decided to move past the definitions, others may not be ready – fair enough, catch-up when you can. My approach is to put forth a convincing argument by using the characteristics and attributes that make up the Social Customer, Social CRM and a Social Business; not trying to redefine them.
My own struggle has been to place these concepts in the proper context, individually. To try to talk about any of these topics, without bringing up the other two is just hard and many times it just does not make sense. My operating theory is, ‘if I am having trouble a whole lot of other people are as well’. If you are an IT purist, it is like trying to talk about just Cost, just Schedule or or just Scope (not to mention Quality) without talking about the others – they are related, strongly – interdependent.
While technology certainly plays a role here, maybe it is even to blame, this is not about technology, rather what has started because of it. While the conversation would not be happening if it where not for the rapid change in behaviors caused by technology, it is about the change in culture and the change in behaviors of the customer (iPhone, Facebook, LinkedIn, FourSquare, YouTube, Blogs). Because they are ALL talking to eachother! By the way, whether you are Business to Business or Business to Consumer, it does not really matter. Yes, there are some differences, but there are more similarities than differences. We are all humans, and emotions play a big part in business too, sorry, it just is!
What is the point?
I have stated on many occasions that I use blogging to formulate my own thoughts on a particular topic. In this case, it was the creation of a presentation – or the template for a set of presentations which I need to deliver, beginning next week. I wanted to share the presentation, so that I am able to get feedback and begin a conversation on how I can refine the delivery. What would a presentation be in this space, if it is not actually Social and Interactive. The presentation will not remain static, nor should it. It is also anyone’s to use, if you think it can help. The presentation is not an attempt to be a strategy either, that is yours to create.
My thought process was to break it down into small pieces, then attempt to put it all back together. The baseline of understanding is not a definition of a system, but the characteristics of the system. The end of the presentation is not yet complete, but I wanted to put this out there so people were able to review. Please let me know your thoughts – Selecting the “Wide Screen” option on the lower right worked best for me. If the embed feature did not work, there is a link below.
Vodpod videos no longer available.
I was able to integrate the Prezi on wordpress using vodpod, if the embedding did not work right, just do it the old fashioned way Social Business through Social CRM on Prezi.
Connecting the dots, first step Creating Buyers!
A purist could say I am avoiding the word ‘Sales’, not really, just choosing a phrase I deem more appropriate for a Social Business. I strongly believe that the future of business will be more about the creation of buyers than what we think of today as the selling of product. That said, with all of the talk about ROI, KPI and value, we still struggle to convince our own bosses that this is will happen, because in the end, the measurement is about money changing hands – but that to will also change in subtle ways, as we move forward. My final personal objective is to highlight and expand the Altimeter Group Use Cases. Why, because they represent a great way to get past the ‘Buzz and Hype’. Also, an important aspect, business executives, marketers, PR folks and CRMers can understand them. No, the Use Cases are not perfect, they are not meant to be, I see them as a foundation.
At the end of the Prezi I make the case that in order to actually put the Use Cases into practice, it is required to combine a few of them together to support a full process. If used in isolation, a Social Business will end up creating silos, not what we need – not very Social. Since I am also charged with presenting in between Dharmesh Shah (Hubspot) and Umberto Milletti (InsideView), I took the approach of putting specific Use Cases together to build the process:
The Business Process/Objective: Increasing the size of the ecosystem by creating buyers
Attributes of the Business Process: Listening, Engaging, Information, Transparency, Trust, Value
Use Cases Used: Social Customer Insights (F1), Social Sales Insights (S1) and Rapid Social Sales Response (S2)
Is this perfect? – not even close. Are there other Use Cases which should be enabled here, probably. Should there be a series of conditions, dependencies and ‘what-ifs’. That depends – No blog, book or article will be able to define a strategy, your strategy. You know your business. You know your customer or do you?
- There is a Big Difference Between Can’t and Won’t
- Stop Thinking in Two Dimensions
- No Beginning, No Middle and No End
- 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
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