There Is NO Social Customer

© SOCIALEARNING |

There is NO Social Customer

© SOCIALEARNING | 2 THERE IS NO SOCIAL CUSTOMER

The Social Web is here to stay

© Brian Solis 2010


But it is still in its infancy


Rules and findings are mainly emergent

Source Edelman trustbarometer 2011


But what is

The Social Web ?


The Social Web is a new channel for extending existing conversations


An extra set of tools used by individuals


People are Social


Incidentally, they are also customers


They use companies’ products and services…


For their own purpose: They have a job-to-be-done


To paraphrase Ted Levitt: they don’t want a drill, they want a picture to be hanged


Companies are trying to understand customers’ job

© Socialearning 2011

CONFIRM

CHOICES

GAT

HERAD

VICES

CONCLUDETRANSACTION

CONSUME

PRODUCT / SER

VICE

CONSIDER

ALTERNATIVES

AWARENESS

REJECTION

RETURN

LOYALTYPROGRAMS

CUSTOMERSERVICE

NEWOFFERS

MEDIA

SHOP

WEB

SHOP

ONLINECONVERSATIONS

COMMUNITIES

ONLINECONVERSATIONS

SOCIALCUSTOMERSERVICE

COLLABORATIVELEARNING

OPENINNOVATION

IDEATION

RESEARCHFOCUS GROUPS

SURVEYS

ADVANCEDMONITORING


The Social Web provide them with new tools to gather more and better feedback…


CONFIRM

CHOICES

GAT

HERAD

VICES

CONCLUDETRANSACTION

CONSUME

PRODUCT / SER

VICE

CONSIDER

ALTERNATIVES

AWARENESS

REJECTION

RETURN

LOYALTYPROGRAMS

CUSTOMERSERVICE

NEWOFFERS

MEDIA

SHOP

WEB

SHOP

ONLINECONVERSATIONS

COMMUNITIES

ONLINECONVERSATIONS



OPENINNOVATION

IDEATION


SURVEYS

ADVANCEDMONITORING


… to better understand their customers’ needs and expectations


There is Social Customer

no Please take note:


Customers didn’t change


The tools they use have changed


So have changed tools companies can use


Do not mistake the for the

means end


Let us move ‘engaging customers’ beyond PR stuff …


… since this doesn’t enhance your core business


You need to understand ‘social’ at a deeper level


You need to embrace emergence and seize the added opportunity ‘social’ offers


And use it to your own advantage

‘Social CRM is the company’s response to customer’s control of the conversation’

Paul Greenberg


What should be the

Next step ?

© SOCIALEARNING |

CONFIRM

CHOICES

GAT

HERAD

VICES

CONCLUDETRANSACTION

CONSUME

PRODUCT / SER

VICE

CONSIDER

ALTERNATIVES

AWARENESS

REJECTION

RETURN

LOYALTYPROGRAMS

CUSTOMERSERVICE

NEWOFFERS

MEDIA

SHOP

WEB

SHOP

ONLINECONVERSATIONS

COMMUNITIES

ONLINECONVERSATIONS



OPENINNOVATION

IDEATION


SURVEYS

ADVANCEDMONITORING

27 THERE IS NO SOCIAL CUSTOMER

Focus on the right effort, using the right tools



Advanced monitoring

Listen to conversations, interact, gain operational knowledge:

§  What are our clients (and those who aren’t) saying about our products and services?

§  What are their needs and expectations? §  Which trends are emerging through conversations?

ADVANCEDMONITORING


Collaborative learning

Leverage internal dynamics to help to resolve shortcomings in organizational training and information flows:

§  How may we foster and value informal knowledge? §  How can we accelerate the diffusion of insights gathered from

customers’ interactions? §  How can we address the necessity to integrate knowledge

acquisition into workflows?



Open innovation

Involving customers in the creation of new products and services:

§  How can we better help customers to get their job done? §  How can we foster internal innovation, as most innovation

factors and actors reside outside the company? §  How can we step from a transaction-dominant logic to a

service-dominant logic, and integrate value-in-use in the creation of new products and services?

OPENINNOVATION


The new business equation:

Company + Customers + Social = Value


Thierry de Baillon [email protected] @tdebaillon Socialearning http://www.socialearning.fr

There Is NO Social Customer

Business

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