How Can Next Gen SSOs Build Strong Collaboration Platforms with Social Media?
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How Can Next Gen SSOs Build Strong Collaboration Platforms with Social Media?

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Shared Service Organizations (SSO) have undergone a sea change since they became prevalent a couple of decades ago. The evolution is as much a reflection of changing market needs as it is of the......

Shared Service Organizations (SSO) have undergone a sea change since they became prevalent a couple of decades ago. The evolution is as much a reflection of changing market needs as it is of the increased maturity and technological capability of SSOs. The modern-day SSO is a globally integrated service delivery center with regional hubs and centers of excellence. Today, mature SSOs offer services that involve data analytics and social media.
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  • 1. 01Copyright © 2013 WNS Global Services | wns.comA WNS PerspectiveShared Service Organizations (SSO) have undergone a seachange since they became prevalent a couple of decades ago.The evolution is as much a reflection of changing marketneeds as it is of the increased maturity and technologicalcapability of SSOs. The modern-day SSO is a globallyintegrated service delivery center with regional hubs andcenters of excellence. Today, mature SSOs offer services thatinvolve data analytics and social media. Social media is, infact, emerging as an enabling technology that can take sharedservices to their next level of excellence.The rise of social media in the enterprise space has been asubject of significant interest of late. A Forrester report inDec. 2011 mentions that the enterprise social media businesswill touch USD 6.4 Billion by 2016. IDC pegs the figure atUSD 4.5 Billion by 2016. According to Forrester, newcapabilities of enterprise social software will include groupingand rating of people, information and new processes to makesense of environment complexity.Why SSOs should look at Social MediaSSOs are growing in complexity as global, multi-functionalorganizations that offer complex services. In addition, they aresupported by multiple providers in hybrid sourcing environments.SSOs cater to a variety of service stakeholders, which includevendors, customers, business units, IT and other supportfunctions. In order to be successful, SSOs must focus oneffective process co-ordination and collaboration.According to a report by the Altimeter Group, Making theBusiness Case for Enterprise Social Network, the top threegoals of enterprise social network and of SSOs are aligned.These goals are:- Aim to share best practices- Enable cross-department collaboration- Improve employee information and collaborationWhat will work well in an SSO environment is the weaving ofsocial capabilities into processes and embedding them in theworkflow system. For instance, Enterprise Resource Planning(ERP), Match.com for vendor selection or a Human ResourceInformation System (HRIS) that tracks social performancereviews and social learning capabilities.The Altimeter report lists the following as key drivers of socialmedia in SSOs:Promote sharing: It connects people globally, bringsin a personal sense of business, encourages two-waydialog and bridges the gap between employees andmanagement. With enterprise social media, there isalso better cohesion and team buildingCapture knowledge: It enables the transfer ofknowledge with centers of excellence and encouragesimplementation of best practices. It also identifiesexpertise and avoids duplication of effortFacilitate action: Processes are streamlined, resultingin faster problem-solving. With more inputs, timelinesare reduced on collaborative projects, and there isimproved accuracy. This results in smoother functioningof multi-department processes. Shared ideas andcomments also lead to greater innovationEmpower people: Social media provides employeesacross all levels a chance to voice their opinions, andincreases engagement, satisfaction and retentionHow to Set Up a Social Media Framework in SSOs?The team that puts together a social media framework musthave knowledge and experience in different functions, andmust be associated with various stakeholders. Team membersmust be well-versed in functions like sales, marketing, publicrelations, human resource, product management, IT andcustomer service. The program must cater to customers,vendors and business units across the enterprise.How Can NextGen SSOs BuildStrong CollaborationPlatforms withSocial Media?
  • 2. A successful social media strategy is one that issustainable and scalable, which means there has to beexecutive sponsorship right from the beginning. Thefollowing are some of the key considerations that shouldguide an SSO social media program:Which divisions in your SSO are already on socialmedia? What platforms are they using? What do theydiscuss? Who are your stakeholders?Who is your target audience? Does the social mediaplatform match your target audience? What are thepositive, negative or neutral sentiments? What couldbe the trending topics in your industry? What do yourcustomers want? What value can you create?Identify the opportunities and the tools needed. Whatprocess and cultural changes are needed?Get the executives involvedBuild systems to boost transparency and create anopen cultureCreate incentives and rewards for participationOperationalizing Social Media in Your SSOThere are a few basic steps to make an effective social mediastrategy for your SSO.1. Identify the ObjectivesThe first step would be to lay out your objectives. Identifyand prioritize the gaps that social media relationships canfill. Chalk out your long-term goals and define the purposeof your social media strategy. Use the expertise of subjectmatter specialists.2. Create a Climate of CollaborationThe SSO staff has a big role to play. Facilitate conversationsand encourage problem-solving among employees. Foster anenvironment where you aim to improve processes throughsharing of ideas. Encourage collaboration between differentfunctions within the organization, involve external stakeholders,share information on leading practices, create discussiongroups and encourage many-to-many dialog. A crucial aspecthere is to provide a governance framework to employees overappropriate social media usage and behaviorin the organization.3. Extend Technology SupportA successful strategy needs the right technology support.The right technology may not be the one that offers themaximum number of features but the one that facilitates thekind of relationships that the SSO wants to build. It may beprudent to deploy the new technology in phases, so thatiterations can be made, if necessary, for the next phases.User feedback is the best parameter to gauge thetechnology’s effectiveness; so incorporate feedback to makechanges as you go.4. Define the MetricsThe last step would be to develop metrics to monitor andmanage its adoption. It’s not enough to measure theengagement but also measure closing of gaps initiallyidentified as crucial to this exercise. Similarly, it isimportant to track relationships and not merely conversations.One of the most prominent outcomes of operationalizing socialmedia in the organization are active online communities,which would collaborate to solve business problems. SSOswill realize that employees can now help each other bysharing insights. Customer service representatives canaccess socially enhanced knowledge bases to provide betteranswers to resolve client queries. Inquiries can be driven tosocial tools, thereby reducing call and e-mail volume. Therewill also be better productivity with improved first callresolution. Customer service agents, who interface withcustomers through social channels, will have access toimproved ideas and solutions.SSOs are turning towards mature Business ProcessOutsourcing (BPO) providers to develop a workable socialmedia strategy. SSOs can leverage the existing infrastructureof the BPO provider and avoid start-up investments, gainlabor arbitrage savings and improve speed-to-market. Aspecialized outsourcing partner can provide analytics toolsto sort the social media data within your SSO according tomessage relevance, customer intelligence and dataenhancement to gain value. With cloud-based BPO services,they can consolidate on common platforms and optimizethe use of hardware and software applications, therebybuilding higher efficiencies.Copyright © 2010 WNS Global Services | wns.comTo learn more, please write to us at info@wns.comCopyright © 2010 WNS Global Services | wns.com 02Copyright © 2013 WNS Global Services | wns.comHow Can NextGen SSOs BuildStrong CollaborationPlatforms withSocial Media?