Studying the impact of innovation on business and society

Tag: service

The Rise of the Connected Customer and the New Era of Relevance

It’s not a widely kept secret, but customers do indeed keep companies in business. While businesses have long invested in improving customer relationships, the time has come to think beyond efficiencies and automation and examine new opportunities to rethink customer experiences overall. Why? Customers are more connected than ever before. The role they play has exploded beyond transactions and is now influencing the transactions of others as well as contributing to the brand experience at levels never before seen. It’s…

Social Media is not Going to Save Your Business

To truly see opportunities within social media requires viewing the consumer landscape through a different lens… Social media is enjoying yet another gust beneath its wings. Google Plus is rekindling the love affair of social networking among the early adopters and mavens who friended their way to higher Klout scores and also social network fatigue. The numbers of social network users are soaring well past 10 figures. Even celebrities such as Bono, Justin Timberlake, Ashton Kutcher, Lady Gaga et al,…

An Interview with Get Satisfaction on the Future of Service, Media and Business

In the past, I had the good fortune of working with the Get Satisfaction team to help brands embrace new media to improve customer relationships.  During those early years, I learned a great deal about the process and corresponding hurdles that face change agents as organizations evaluate new technology to socialize CRM. I also began what would later become years of immersion in understanding and defining the role leadership plays in changing organizational culture and methodologies to help businesses truly…

Rethinking the Future of Business Part 1: The State of Corporate Social Media

Whether you know it or not, the path that social media follows within the organization is in your hands. But as we’re learning, mastery of the latest social tools does not guarantee a place in the ranks of upper management let alone a place on the team period. The role of the social media champion is not timeless; in fact, the days of its designation are numbered. However, your role and the role of new media in your organization is…

5 Not-So-Easy Steps to Managing Your Brand Online

Unless you literally run your business with your ears plugged and your eyes covered, you are aware of the importance of social media and its impact on both brand and bottom line. However, while social media is the topic du jour in mainstream news, on blogs, in books, at conferences and at your local Starbucks, we may still underestimate its overall promise and potential. The socialization of business is comparable to the rabbit hole in Alice in Wonderland or the…

The Hybrid Theory Manifesto: The Future of Marketing, Advertising, and Communications Part Three

Part Three of Three Nicheworks are highly coveted or soon will be as no brand is an island. Attention and interests are focused within social streams and as individuals are empowered to define their online experiences, connecting the dots proves pivotal. If conversations are markets, nicheworks represent the glue that binds disparate conversational ecosystems. And through effective engagement, we make inroads towards community and being the construction of bridges between our brand and each desirable market. From Silos… While many…

The Hybrid Theory Manifesto: The Future of Marketing, Advertising, and Communications Part Two

Part Two of Three In the book Engage!, I use music as a metaphor for the business approach necessary to execute socialized programs flawlessly. I suggest that today, many organizations approach new media with the style of jazz improvisationalists. They possess an incredible ability to jam independently and also together, but they often drift into wild, wonderful solos that may or may not lead the audience back to the heart and soul of the brand purpose and mission. Instead, I…

The Last Mile: The Socialization of Business

I’m working on developing ideas that originated when writing Engage. It didn’t make the deadline, but wanted to share them here with you for your review and also to seek your feedback… Everything begins with a shift in perspective from viewing stakeholders as a separate entity, “us vs. them,” to a singular view of “us ” as this enlivens a new era of community-focused marketing and engagement. Social media introduces a new problem of sorts, one where the answer is…

SCRM and SRM: Potay-to, Potah-to When Done Right

This is Part Two of Two in a series exploring the promise and potential of Social CRM and SRM. In Part One, we reviewed the importance of sCRM as well as introduced the concepts of Social Relationship Management (SRM) to look beyond customers in Social Media. Originally intended for inclusion in Engage!, Paul Greenberg contributed his view of sCRM and SRM to continue the discussion… There is little doubt that customers are ruling the roost right now — to a…

Social CRM is Just the Beginning: Looking Beyond Customers

In Engage!, I review the important catalysts and methodologies defining the new era of Social CRM or sCRM. In the discussion, I also introduce the idea of SRM (social relationship management), a concept that may at first blush, seemingly appear to introduce yet another acronym or perhaps challenge the promise of sCRM. However, its only intention is to spur thinking beyond the literal frameworks of traditional customer relationship management, whether it’s social or one-way. Much of this chapter was cut…

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