Archive for the ‘crm’ tag
The Role Of Social Proof At The Bottom Of The Pyramid: A Social CRM Perspective.
Diffusion of Innovations is a theory that explains how, why and the rate at which new ideas spread through groups of people. I won’t go into the technical details Everett Rogers posited in his works on the subject, but I will provide some of my observations on the opportunities now present on this side of Open Graph for social CRM. I shall distill these further in future posts over the next few weeks.
Diffusion of Innovation
Be Increasingly Accessible or Increasingly Irrelevant
Speaking at a conference in Switzerland in September of 2000, Doc Searls commented that “The most important market place in the history of civilization is designed to value the man on the street. The individual human being.” See the speech here.
In our approach to Social CRM, are we thinking of customers as individual human beings. Are we showing them how much we value them or are we using social technology to treat them like targets? It may be important to determine this early because whilst talking to human beings is normal, talking to targets is just plain weird.
TweetWhy Brands Should Put Their Money Where Their Mouth’s Are.
I heard this statement recently. “The first level of care is showing interest“. Ergo the first step for a business providing online customer care is to show interest in its customers. The very first way a brand can show interest in its customers is by showing interest in the ideas it’s customers are talking about. What does this look like? Responding to comments on your blog, responding to tweets, providing input on industry discussion lists, reaching out to grieved clients via email…get the picture? But that’s only the beginning.
TweetCreating Better Harmony With Social CRM
Customers are having authentic and meaningful conversations with each other, in spite of the ambient noise and the ever increasing signal to noise ratio. Staff are having authentic and meaningful conversations with each other too via the intranet, instant messaging and post-it notes. Customers are staff and staff are customers. The wall that separated them is subverted by the click of the mouse.
Customer Engagement: Is the brand engaging back?
Listening and engagement. Very common terms in the ‘sociosphere’. We may have gotten listening right for the most part but engagement still has a ways to go. Unlike listening, real engagement seems to mean different things to different people making measurement all that more difficult. And probably futile. I do stand to be corrected on that though.
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