Social customer experience management

5 maggio 2014



Social customer experience management

In the social business transformation journey, organizations and businesses need to recognize the centrality and criticality of social customer experience management. In the era of connected, empowered and smarter customers, the capacity to cultivate and curate customer experiences and relationships plays a vital role in sustaining and fostering successful business models and marketing strategies. However, the process of reorienting all organizational functions, departments, managers and employees in order to be aligned with the customer centricity paradigm and practice is not an easy task. On the one hand, based on OpenKnowledge’s deep experience in supporting clients in the process of developing their mindset and transforming their operations to become a social business, it is certain that an integrated and efficient social customer experience management process involves all operational functions across organization as well as marketing department. As the authors of a new book focused on “Social Customer Experience” (April 2014) remind us: “To serve social customer you need to see your organization as a social business” and as a result, organizational transformation to become a social business is inevitable. In doing this, in our experiences, it’s relevant to shift enterprise paradigms and practices to value customers as well employees as operant creative resources and not just passive and controlled targets. As Evans and Cothrel correctly point out: “The customer is now in a primary role as an innovator, as a co-contributor, as a source of forward-pointing information around taste and preference, and as such is potentially the basis for competitive advantage. We say potentially because recognizing that your customers have opinions or ideas, actually collecting this useful information, and using the information to build your business are three different things. Here again, social technologies step in. Where social media marketing very often stops at the listening stage, perhaps also responding selectively to directly raised issues in the process, social customer experience management goes further. First, experience management practices are built on formal, visible, and transparent connections that externally link customers with business and internally link employees to each other and back to customers. This is a central aspect of a truly social business: The “social” in social business refers to the development of connections between people, connections that are used to facilitate business, product design, service enhancement, market understanding, and more. Second, because employees are connected and able to collaborate—social technology applies internally just as it does externally—the firm is able to respond to what its customers are saying through the social media channels in an efficient, credible manner” (Evans and Cothrel, “Social Customer Experience”, 2014, Wiley)

Here the link to the book: