Binah Advisory, on Social Media and The Customer Experience

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Binah Advisory, on Social Media and The Customer Experience

Binah Advisory's Founder and CEO, Tullio Siragusa, is Speaking at the American Teleservices Association, about Social Media and the Customer Experience in NYC, on June 24th, 2009. -- To register cut and paste the following link into your browser: http://bit.ly/fDgbQ


http://www.pr.com/press-release/156852

The world is changing at a rapid pace; social networks are opening doors for people of all walks of life.

Brands should take advantage of such advancements to improve the relationship they have with the consumer, which has a direct impact on the bottom-line.

Not too long ago, customer service centers measured how fast and how effective a service representative could handle a customer inquiry, complaint, question, and any other service related issue. These metrics will soon be a thing of the past. Want proof?

Recently a customer visiting a major tire manufacturer facility was looking to get new tires for his car, when the wait time was longer than expected or advertised the consumer Twitted about it, to his surprise the tire maker responded with an apology; later the customer Twitted again that he was still waiting and was not satisfied with the experience; the company offered complementary tires to the customer.

Experiences like this, are a reminder that in order to effectively maintain customer loyalty, it’s not enough to have a call center taking calls, brands need to be aware of what consumers have to say real time, and respond in real time.

Today, with social media, a consumer complaint can reach millions of people almost instantly, so can an endorsement; the consumer is the one in charge of a brand's success, or failure.

What should brands do, to get closer to their consumers and improve the customer experience?

Establish communities around your products and services within social networks, chances are that a good percentage of a brand’s consumer is online, on a social network at some point during the day, if not all day long. Within these communities, create a customer service vehicle for the consumer to interact with you.

For example, if you are in the consumer packaged goods business, establish communities around your products on all the major social networks, allow your consumers to interact with you and with each other. You can learn a great deal about what is working, what is not working, and how to improve your product to meet the needs of the consumer.

Focus on the customer, provide real value, make it easy for the customer to do business with you, and the customer will take care of your bottom-line.

Improving the customer experience using social media, benefits the economy too; it creates new opportunities for those who are impaired for example, be it that they cannot go into an office, or they have speech impediments… as long as they can type and respond to an inquiry – brands will have created employment opportunities for many who would otherwise have more difficulty.

There are some brands already using social media to improve the customer experience, but not enough of them. It’s not complex to build communities, and if you are a brand that is active in your community,(you give back, you have social gatherings) social media can enable you to build groups of interests where you can post events, allowing consumers to not only interact with you as the brand, but with each other.

Social media is still in its infancy, in terms of its potential global economic impact as a means to bridge the brand/consumer relationship gap. Beyond what social media has been historically used for (friends connecting), social media represents a shift in how brands create a better customer experience, and how they engage customers; the elusive 1:1 marketing dream spoken of in the 90s, is now becoming a reality.

In the not so distant future social media will change not only how brands provide customer service, but how

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Binah Advisory, on Social Media and The Customer Experience

  1. 1. SOCIAL MEDIA AND THE CUSTOMER EXPERIENCE Binah Advisory Tullio Siragusa , Founder, CEO, Certified Professional Consultant http://www.binahadvisory.com
  2. 2. From Noise! Where is the Signal? Can you hear me now?
  3. 3. PRE-SOCIAL MEDIA BRAND AND CUSTOMER EXPERIENCE
  4. 4. MEDIA’S IMPACT ON THE CONSUMER <ul><li>Consumers used to be people who consumed stuff. Consumers are people. People who crave good experiences. </li></ul><ul><li>People are now empowered. Technology enables. Humanity rules. </li></ul><ul><li>“ 3.0” (Social Media) is really about people. </li></ul><ul><li>Most people don’t like unpleasant experiences. </li></ul><ul><li>People and brands have influence (TOGETHER) </li></ul><ul><li>People’s voices are the new Media </li></ul><ul><li>One way communication Media is on the verge of extinction. Brands relying on old media to build consumer relationships, are on the Titanic. </li></ul>
  5. 5. Social Media is…
  6. 6. a Conversation…
  7. 7. That is powered by…
  8. 8. Blogs Wikis Podcasts RSS Mashups Social Networks
  9. 9. It is a conversation between…
  10. 10. Customers…
  11. 11. Employees…
  12. 12. Investors…
  13. 13. … People!
  14. 14. To join the conversation, you need to be…
  15. 15. Present.
  16. 16. TRADITIONAL MEDIA HAS 0 INFLUENCE. BRANDS AND PEOPLE = INFLUENCE
  17. 17. HUMAN NATURE HASN’T CHANGED. HUMAN BEHAVIOR HAS... <ul><li>our needs are basically the same </li></ul><ul><li>technology doesn’t make us social , it influences our behaviors </li></ul><ul><li>how has our behavior been influenced? </li></ul><ul><li>we stopped consuming media, and started producing it </li></ul><ul><li>we’re sharing our ideas openly, and giving away our secrets </li></ul><ul><li>we’re building our personal brands, and becoming self made celebrities , while celebrities become more like us </li></ul><ul><li>our social circles expand as we manage our “friends”, and contacts </li></ul><ul><li>a perfect storm… </li></ul><ul><li>our worlds collide </li></ul><ul><li>the boss is on Facebook </li></ul><ul><li>we’re streaming our lives </li></ul><ul><li>we experience life collectively </li></ul>
  18. 18. FROM LOCAL TO GLOBAL, BACK TO LOCAL BUT NOW IT’S GLOBAL… <ul><li>our communication is becoming effortless, and instantaneous </li></ul><ul><li>nearly anyone can influence, especially within their niche, the social web thrives </li></ul><ul><li>social economics have equity, connections are currency, currency gets spent finding support in networks for: philanthropy, jobs, pr, endorsements, complaints, services, products, ideas </li></ul><ul><li>we used to rely on institutions, but now we rely on the individual institution </li></ul><ul><li>we rely on each other’s individual network as human filters </li></ul><ul><li>search provides information, and networks can filter signal from noise </li></ul><ul><li>moving toward a people powered web, the web now has a soul and it’s uniting us all </li></ul><ul><li>“ I believe that people would rather have a conversation with a person than a brand.” </li></ul><ul><ul><li>~Scott Monty, Ford Motor Company </li></ul></ul><ul><li>humans not optional </li></ul><ul><li>insights into behaviors lead to innovations, and innovations help people · </li></ul><ul><li>ARE WE BECOME “ONE” ? We were in each other’s business, we ran away, sprawled, wanted privacy, now we want to be connected, all the time, with all people, all at the same time, and we value everyone’s input as our very own. </li></ul><ul><li>Was Social Media discovered recently or 4,000 years ago by a man who spoke of Oneness? It has taken that long? Hmmm?? </li></ul>
  19. 19. PEOPLE HAVE COME FULL CIRCLE
  20. 20. CONSUMER TRENDS HAVE COME FULL CIRCLE WITH GREATER INFLUENCE
  21. 21. WHAT DOES IT ALL MEAN TO A BRAND? <ul><li>Creating more social or collaborative relationships is the next wave of thinking in customer-centric business management that has evolved over the past two decades, or possibly 4 millenniums… </li></ul><ul><li>In the 1990s, so-called Customer Relationship Management (CRM) was mostly about managing customer information; a very company-centric view of the relationship. </li></ul><ul><li>But there’s more to a customer relationship than data management and process automation. The limitations of CRM’s internal orientation and technology-obsession led to the rise of Customer Experience Management (CEM), which is focused on designing and delivering loyalty-building experiences with integrated Business Intelligence (BI). CEM is not just about using technology. </li></ul><ul><li>And now we’re entering Customer Collaboration Management (CCM), which is about engaging with customers in a real dialog. This changes the role of IT from Information Technology to IM Innovation Management, with the consumer at the helm. </li></ul><ul><li>If you’re still not convinced that the revolution in social customer service is coming, take a close look at your customers’ complete service experience. You may find that it starts in the social web outside your official service processes–when your customer searches on Google or interacts on a Facebook group. And the service experience could also end outside your organization–when the customer tweets about what happened on Twitter. </li></ul><ul><li>The next big opportunity for customer service executives will be engaging with customers in the world of social media, and transforming the function of Information Technology to customer centric Innovation Management. Your customers are already there. </li></ul><ul><li>Individuals are becoming brands, – but what’s really happening is that individual want brands to be on equal footing. Don’t be a brand to me, become a part of my network, talk to me, and let what I have to say resonate and matter; the consumer is screaming out load: “you might actually learn something from me that will not only benefit me, but millions of other consumers. </li></ul>
  22. 22. WHAT SHOULD BRANDS FOCUS ON?
  23. 23. WHY SHOULD BRIDGING THE SOCIAL DIVIDE BE IMPORTANT TO BRANDS?
  24. 24. SOCIAL MEDIA (PEOPLE) FILTER THE NOISE DOWN TO A SIGNAL
  25. 25. From Noise To A Clear Signal! I can hear you now!
  26. 26. Are You Listening?
  27. 27. <ul><li>WWW.BINAHADVISORY.COM </li></ul><ul><li>Pick up your copy of the book </li></ul><ul><li>“Unlocking Your Empire”, </li></ul><ul><li>available at Amazon.com or </li></ul><ul><li>Lulu.com </li></ul>

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