How to keep the humane side of moments of truth in online customer relationship

October 3, 2011 By 1 Comment

Summary : even if social media are a good means to make the humane side of the company more visible in the customer relationship, online relationships still struggle at making the most of moments of truth that are key in the service economy. As a matter of fact the human factor plays a big role in such moments and has a big impact on the value felt by the customer. To make up for this lack, it’s important to “put employees on stage”, even occasionally, or to mix online and offline experiences in order to create the feeling that will impact what customers will feel and how they’ll subjectively value the service. But there are two requirements for this to work : an actual service that can be valued and the right culture to behave this way.

When a company uses social media as a channel to manage customer relationships, it could be for different reasons. Because they need to be where the customer, when he’s there. Because it increases responsiveness. Because they make it easy to track weak signals that are about the company but are not directly send to her. Because they make the relationship more humane and more engaging. Let’s focus on the last point.

Nothing is more impersonal than a company that tries to communicate. And things aren’t even better when a company tries to interact with her customers. At best you get  a cold message delivered through an anonymous voice. At worse you get a ticket number from the customer service department. In fact things can get even worse when the rules of traditional communications are applied to customer service, what often happens when the communication department starts to try to take care of customers for the only reason they own the social media channel. Using a channel they own to deliver things they don’t master often leads to catastrophes (remember….it’s all about multiplexing). Sometimes, some manage to cross the chasm and, behind the interaction, you don’t feel the cold corporate mechanism but someone who takes care of you. That’s what I call an online guardian angel. This kind of qualitative interaction that make customers feel that, behind the customer relationship/service job there are fully engaged and committed people is more likely to happen on social media than anywhere else. It’s impossible to have the same impact with a contact form. Some may say a phone call should be better at that…but most of time you’ll be answered by someone working at a call center who has nothing to do with the company in question, only following a script to try to answer you. Most of all, you’ll have to fight with the vocal server for a long time to manage to talk with a real human being.

Despite of that, even with the help of social media, online relationships are a true challenge for organizations. When you’re in front on someone, in real life, you can se her attitude, motivation, attentiveness to do something for you. During these moments of truth you can feel more than the corporate customer service policy : you can feel the personal committment of the whole staff. Or not. So, even if some companies ask their employees to sign with their initials the message they publish on the enterprise twitter account, there’s still something missing. Something to compete with these moments of truth when they happen in real life.

Hence the idea to “show” the employees from time to time. Of course it’s only a communication performance around customer relationship that can only be one-shot but they aim at showing this commitment on customer satisfaction. As a matter of fact there’s one thing to be kept in mind : in the world of service, the perceived value matters more than the objectively delivered value. Impressions are essential.

In some ways we can say that Lipdubs, that were very popular a couple of years ago, were a clumsy try in this direction. But they did not deliver any message, any value proposition. But, with time, we began to see more clever and relevant ways to create the “moment of truth” effect on an online interaction.

 

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Filed Under: Customer Relationship & Marketing, Management & HR Tagged With: , , , , , , , , , , , ,

Is your organization good at multiplexing ?

September 6, 2011 By Leave a Comment

Summary : Knowing who should drive and own social media in the organization is a recurring question. Experience shows that when the project falls to a “central department”, this latter often struggles to spread adoption outside of its own range, what causes the system to be underused or the emergence of internal competing projects. In the end, it’s a costly and counter-productive situation. New approaches a needed that rely on new methodologies and attitudes : those who own the platform need to learn to share it with others, involve them from the early stage, listen to their needs and let them use it the way they want to meet their own needs.

This post is a synthesis of many discussions that followed what I wrote on the use of social platforms both for external communication and intranet purposes.

Such projects are often owned by a department that drives them. That’s the reason why many organizations start by wondering which department should own social media.

When one owns something, he uses it for his own purposes. There are many reasons to that. Most of all because one does not know anything about others’ needs, because some uses are counter-cultural to the DNA of a given department or because internal power games and politics makes it logical to keep one’s projects for oneself.

Consequence : a communication department that drives an internal social network struggle at making the most out of its collaborative potential. Sometimes because they don’t want but, most of times because it’s out of their competence field for obvious reasons. Replace communication with HR, IT, Innovation or business unit, the result is the same. It’s no use to blame the people in question because the situation is often caused by the lack of means and the irrelevance of some uses regarding to their mission and not by unwillingness. In fact, most of time you can hear them say “We’d like to but don’t know to”.

Whatever the owner, a social networks serves for communication, collaboration, innovation, expert location, talent management, supports some processes. If each of these needs rely on a different tool and project, there are lots of chances everything fails.

That’s the same for external facing projects. Marketing, communication, innovation, customer care etc…should be able to use the system, whatever the official owner is.

That’s why we can see more and more competing projects that, in the end, cause unproductivity and waste resources, those needed to drive them, to implement them and, last but not least, employee’s attention.

As one of my readers said, these are only channels, channels that can convey many kinds of signals, of flows. I usually use the pipe metaphor. One can own the pipe but it does not mean that it can be used to convey lots of things, for several purposes, from and to third part people.

Organization will have to embrace the culture of multiplexing. [Read more...]

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Internal communication and social media : move the filter !

May 3, 2011 By Leave a Comment

Summary : with the coming of social media in the workplace and the need for internal communication teams to let go and don’t care about what is not their responsibility, the question of information filtering is more important than ever. With the increase in the number of information sources and the need for communication team to fall back on their core duties, information has to be managed at the user lever on both a qualitative and quantitative standpoint. So filters will have to move : formerly set at the publishing level, it needs to move to the receiver level and rely on two pillars. A human one in order to make the concept of social filtering fully operative at a wide scale in the workplace (what is also a major issue in terms of training…). A technological one then because, until today, the social filter has not worked as expected and, moreover, the increase in volume of information will imply the use of intelligent tools to compensate for humans. Filtering is not about authorizing people to publish anymore but about filtering what they receive based on relevance in context.

Before, everything was clear : communication in the enterprise was the job of a dedicated communication department who decided what people needed to know and didn’t care about how employee reacted to this information. Today, this department is not the only source of information and any employee, team, unit will have its own voice.

Please notice that it’s a significant improvement. For what I can see, 2 or 3 years ago, most of the communication departments were more likely to fight against this uncontrolled form of information broadcasting while, today, most of them seem to have understood they need to share the power. That doesn’t mean they are very comfortable with this new challenge, what is is quite logical, but they’re now trying to find how to go with change rather than block it. Remember that it’s not obvious at all for a traditional BE2 team to support an E2E approach and that, instead of criticizing them, helping them to deal with this transformation is a more constructive approach.

It raises two questions : the first is about the place of the communication department on a socialized intranet and the second is about controlling the global information flow.

[Read more...]

Filed Under: Intranets and digital workplace, Knowledge & Information management, Management & HR, Web & Usages Tagged With: , , , , , , , , , , , , ,

On the place of social media in corporate strategies

April 21, 2011 By Leave a Comment

Summary : More and more strategic plans are now involving social media. Should we welcome this or worry ? Knowing that tools are there to serve strategies it may be a bad news to see them promoted to the same level as what they have to serve. The risk of seeing the “social phenomenon” becoming something fashionable enterprises must mention without any real articulation with the strategic plan is very likely. Saying that tools are as important that the goals they serve shows that, in many cases, organizations still don’t understand the social thing and it may have negative consequences in the future.

As usual, when economy takes a turn, in a way or another, organizations change their strategic plans and explain what are their priorities for the next years. So a plan is replacing another that’s not been completed but that’s the way our world is : things change so fast that organizations need to change their direction as fast and often.

Now that’s the economy is slowly recovering, organizations have to change their pose, project and discourse to send signals to the market and re-mobilize their employees. These last months, I had a look at some of these strategic plans that’s been recently published. Most of them share three main points, usually worded like this :

1°) Put customers at the heart of the corporate strategy and concerns

2°) Improve employee’s well-being and development.

3°) Become a leader in social media.

More than being common places, points 1 and 2 are quite clumsy. They will cause comments like “Ah ? Because you didn’t use to care about our customers and employees before ?”. As for the third point, worded as such, it looks rather like a mandatory and opportunistic statement, because organizations can’t afford not paying attention to the last fashionable thing? What does “become a leader in social media” means ? Increase one’s presence ? Create one’s own services for customers and employees ? And what for ?

That’s typically what I call a social media strategy : any organization has to be there, and use these tools without knowing what for. What makes me say that they don’t understand why ? If it was the case, the articulation of the points 1 and 2 with point 3 would be more elaborated. To some extent, the point 3 would have nothing to do there because it’s only a means to serve a strategy and not a goal per se.

Then I guess we’ll soon be witnessing the coming of window-dressing projects, without any connection with reality and which impact will be hard to demonstrate. Have a “social media strategy is mandatory” so let’s have one to look modern. What would you think of a restaurant that would want to become a leader in mustard or pepper ? [Read more...]

Filed Under: Customer Relationship & Marketing, Management & HR, strategy, Web & Usages Tagged With: , , , , , , ,

Social CRM is not about media but a new approach to customer relationship

February 21, 2011 By 12 Comments

Summary : everyone has an idea, even a rough one, of where social CRM is taking us but no one exactly knows what will be the levers. A common mistake is to keep on managing customers the old way, as a passive target whose only function is to buy in a system where value is created to his detriment. The whole by using new channels. This way of doing things does not improve anything and even harms those who practice it. So we need go step back to basics and manage the customer relationship instead of managing the customer. It forces us to rethink, point by point, the components of this relationship : its subject, the exchanges, stakeholder identities, its follow-up and its exploitation. Social CRM is not a matter of media but a new approach to a customer that has become a stakeholder and an active player of a value co-creation processus.

I had the opportunity to talk with Paul Greenberg, during the last Lotusphere. We shared our opinions about what social CRM was, wasn’t and the state of the art.

Our first acknowledgement was that, even if nearly everybody agree on the big picture, everyone has his own definition and vision. Is it a problem ? Not at all since it’s obvious that, as for enterprise 2.0, so many cultural, organizational and even industry-related factors play a role what makes that’s there’s not a single SCRM model but an SCRM concept that has to be adapted to each organization.

Our second point of agreement was about the “social channel”. Moving from CRM to SCRM does not only mean using new channels to replicate old behaviors. For instance using Twitter of Facebook to push the same special offers as with the old emailings. At best it’s social marketing, at worse it’s spam and, even more, it gets on people’s nerves because they are bombed with useless information while they get no answer when they try to use the same channel to talk to the enterprise. (Yes…it’s a two-ways channel, contrary to email that always mention “do not reply”…strange way to envision customer relationship isn’t it ?).

Consequence of these two points : social crm is rather an approach to customer relationship than a matter a channel. I’d even go further : people can do social CRM “face to face”, by phone, on any channel. What matters is to consider the customer as a stakeholder and draw all the consequences.

So, I suggested Paul what would be, in my opinion, a minimalist social CRM program :

• Segmentation of the audience and delivery of a message, of information and contents, and even specific services for each segment. Contrary to received ideas, enterprises don’t talk a one community but to many communities they don’t own. For instance, an airline will have its own fans, the Airbus A380 fans, those who love travels, their “high contribution” customers, those who are stranded in a far country. Each category expects something different : some want to dream, some “insider information”, some special ofers, some service. Some will never be customer but contribute to establishing the brand online, some are good customers that have to be engaged and retained, some need to be convinced to be acquired.

• Organization a customer case management system that makes that, whatever is the channel that’s used, the message goes inside the organization, is handled by the right person (what would look like the junction of advanced case management and social networking) then goes back to the customer without any break in the flow. (Keeping in mind that it’s not the perfect answer to everything).

It’s a little bit light and minimalist but that may be a good start. In fact, like we agreed with Paul, so few organizations have reached this point that it’s better than nothing for a start.

But, since it appears that it’s about a new vision of the relationship between organizations and their customers, here’s how I’d see things point by point. [Read more...]

Filed Under: Customer Relationship & Marketing, Management & HR Tagged With: , , , , , , , , , , , , , , , , , ,

Social media and customer service : don’t make exceptions become mainstream

January 24, 2011 By 3 Comments

Summary : when an enterprise invests in social media to improve its customer service it may think that a good indicator of success would be the amount of interactions that will happen on this channel. That’s a mistake : the social channel aiming at dealing with exceptions, making it process generic requests overloads it without bringing any added value. It’s important not to try to attract all customer requests on this channel but, on the contrary, to distribute the requests in order the social channel will only process the few percent for which it’s irreplaceable compared to a more conventional way of doing things.

In some of my previous posts I talked about the use of social media for customer relationship, most of all to mention that it’s more a management, process and one-to-one relationships between the enterprise and the customer than a community clap-trap. Since I recently dealt with the system bandwidth issue, I’d like to digg a little further to warn against a failing that is very foreseeable.

As you have certainly understood, using social media to improve customer service makes the whole organization move in order to face the demand and not be overwhelmed. The logical consequence, once all these efforts and investments have been done, is to make them as profitable as possible. So it implies to drive as much customers and interactions on the social media platforms that are used. Wrong. It will lead the system to failure and will seriously annoy customers.

Before specifically dealing with social media, we need to understand the difference between what need an human intervention and what doesn’t. Human are essential when the situation so exceptional and complex that an automated processing won’t work or when the customer is not able to initiate this processing by himself. Knowing that, compared to an automated system, human are not scalable, they have to focus on what they’re unique at. Typically the two ends of the Gauss Curve, the center needing an automated processing that may be launched by the customer itself (on web sites, online forms, voice systems…). Example ; no human should have to fill a form that the customer could fill by himself if he could access it.

So, human should be kept for what can’t be automated and customers that are not able to use the tools they’re given. Then, many channels exist depending on the context of the customer, his prefered devices, the fact he’s in a mobility situation. So there’s a wide range of tools that goes from the traditional call center to social media (both being complementary and not alternative). Why is it important ? Because everything that does not need an human processing and lands on an human channel saturates it and prevents it from dealing with what it should.

Maybe you guess where my thoughts are heading… [Read more...]

Filed Under: Customer Relationship & Marketing Tagged With: , , , , ,

Customer service : avoid being the victim of you social media success

December 27, 2010 By 2 Comments

Summary : while some businesses are puzzled towards the lack of success of their customer service initiatives on social media, others are trying to find solutions to face the increase of contacts and interactions. Hence the hasty conclusion that social media don’t scale. That’s a big mistake. The only fact that the point of contact is overloaded shows that the media scale. What does not is the bandwidth of the system that prevents from processing all customers requests. This limit is not peculiar to the media but to the processus it supports and that can only be removed by organizational actions. The capacity of the point of contact, should it be called community manager or anything else, can be improved by adding more resources, improving the system, redefining people’s tasks and, most of all, refocusing on exception management.

I often say that organizations that use social media for customer relationship purposes split in two groups : those that won’t take any benefit from it and those that will be overwhelmed with their success. In both cases, things have to be made to improve the situation.

• Those that don’t benefit from their initiative : poor understanding of customer expectations, interaction refusal,  absence of a service logic in communication activities.

• Those that are victim of their success : their understood what was the good positioning, had the right proposition of value for their customers…and were so successful that they can’t keep up with the load, what prevent them for keeping their promises and, then, creates a deceptive feeling among their customers that spreads and harm their reputation.

Today, I’d like to focus on this second group.

To find themselves in such a situation that can be described as a “rich people problem”, these businesses understood that beyond community management they had to have a processus approach. Since they offered an actual added value, they met their audience. But, either because of an exceptional event or a linear increase of the workload, they can’t keep up with their commitment anymore.

I’ve been observing something for a couple of months : many organizations that are successful with external facing social media initiatives realize that the internal organization has to be aligned too. Community managers (or whatever you call them) need to interact with internal resources to find solutions to customer problems what implies they can identity and mobilize them. So it’s an expert location issue. If tools and organization don’t make these actions possible, community management becomes a bottleneck where problems pile up without being solved. In conclusion, a scalable channel was used to replicate the same kind of bottlenecks that exist on the traditional channels they were supposed to make up for.

Should iy be executed in a linear or networked way, a processus has a constraint : its bandwidth, determined by the step that at the lowest processing capability. In our example, community management is the constraint of the processus. Said in other words, improving anything in the customer service processus will be without any effect and won’t change anything for customers since the limit is the community manager(s).

Like many airlines, British Airways is using twitter to solve customers problems. Everything works well in normal times but when snow begins to block european airports the switchboard explodes, as this tweet from R. Ray Wang mentioned :

In fact I think that this conclusion is a mistake : this is not the media that doesn’t scale but there a bottleck that limits the scalability of the processus it supports. The only fact that they can’t keep up with tweets is a proof that the media scale, since the amout of incoming messages exploded. What does not scale is the processing.

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Trying to solve a business problem ? Don’t start with a social media plan !

November 23, 2010 By Leave a Comment

Résumé : even if maturity on social media is increasing, we still hear to many incantations like “if you dont’ use social media you’re gonna die”. Not only the systematic nature of the discourse, applied to any subject is irritating decising makers and is not a good thing for credibility, but it’s also misleading. Saying that social media are the only way to do anythigs leads to tool-centric strategies instead of problem-solving driven strategies.  No tool will help to execute a plan that does not exist.

Clear-sighted as usual, Luis Suarez rencently wrote :”Dont’ start with the tools, they’re not your final destination”. I am sure that, unlike two years ago, everybody now understands this point of view and that even vendors, for whom it’s a very counter-natural and cultural point of view, now agree that their product is only a part of a global approach.

Yes but…

The small world of people convinced by social media still over-proselyte. The point is not about knowing whether they’re right or not but the manichean and systematic nature of the discourse. Consider any business issue. As soon as it becomes a little bit trendy, we can hear the “if you don’ use social media to….your enterprise will….”. What can be adapted to anything. “If you don’t use social media to innovare /engage / share / communicate, your enterprise will die / become obsolete / lose its customers…”. Maybe one day we’ll be advised to use social media to paint the office’s walls.

A discourse that raises questions in terms of credibility…and is even misleading because partly wrong.

A credibility issue first. Decision makers have been hearing this discourse for years, applied to any possible subject and its systematic nature is irritating them, and slowing losing its credibility. So, there’s no surprise they don’t listen anymore because they know what they’ll be told even before the gurus speak and the social media world is more and more looking like a sect where believers talk to believers.

Remember our childhood. And what our parents used to day to make us eat things we did notlike. “You should eat…. to grow up / not to fall ill / be good at school / not be feel tired”. Every time we felt a little ill or did not feel very weel, we could guess the answser prior to say anything. And, logically, it made use smile..but never changed anything.

Even worse : the discourse is wrong. Let’s repeat it again : Saying that if an enterprise does not use social media to innovate, engage or anything else it will face big problems is an intellectual swindle. You have an innovation / engagement issue, so install the right platform and wait… You may wait for a long time without seeing any change.

There organizations where everything is fine and employees are engaged, other that are innovative, other that are loved by their customers….and that don’t use social media. What does it mean ? It means that, before using social media to do anything, organizations have to decide to do this anythings, build a strategy and plan its execution. In many situations, social media will be a part of the system…but only a part. Organizations that are successful without social media today will come to it one day…but they have time because they already have actual strategies to address these issues and are not waiting for a magic tool to execute plans that have never been built for various reasons (that are not all respectable).

Social media will never help anyone to execute a plan that does not exist to serve a strategy that does not exist to reach a goal that is nothings more than a word that was expected to be self-achieving.

If you want to innovate, engage your employees, harness and capitalize on your knowlede….start by deciding to do so and build a real plan. Then choose the tools to support the plan. In some case you won’t need social media, in some others it will help you to deal with some barrieres and in some case it will help you to do much better. But if you start with the idea that you need social media to be successful, you’ll build a tool centric strategy instead of one that will help you to achieve your business goals because you’ll focus on how to make people use the tool instead of making the tool serve people that serve your strategy.

General Electric, for instance, had a problem solving system that have been working well for a long time “in real life”. Their internal platform only helped them to increase the bandwith of their system. They used social media to serve  real plan. Their system gives sense to the tool that improves the way the system was working. But without the pre-existing problem solving approach, the tool is nothing.

Social media are catalysts, accelerators, tools that can makes things incredibly more efficent and simple. But they won’t support a plan that does not exist. Their use will never solve any issue by itself and won’t prevent businesses to face their actual problems.

Filed Under: Enterprise 2.0 & Social Business, Management & HR, Web & Usages Tagged With: , , , , , , ,

Rich profiles : an overlooked market ?

November 12, 2010 By 2 Comments

When we talk about social media in the workplace, it means, it’s about lots of tools. Blogs, wikis, social networks, social boomarking, microblogging etc… As years go all these tools are improving, each adding the core functionalities of the others to such an extent than more and more products are now looking alike.

One of these tools has not been packaged as a product by itslef : the rich profile, enriched by people activies, by more official datas, professional or personal information that makes it easier to identify, find and know each person.

Profile is key to many approaches because its usefulness is obvious to anyone : easily find people one’s now but also identifying relevant people one don’t know but are relevant to solve a given problem. For many organizations it’s, and for good reasons, the entry point to social media, because it’s seems to ensure a quick adoption of a first light social layer that meet an actual need.

On the other hand, rich profiles makes no sense if not fed by relevant information and aggregating people’s activities, what supposes it’s interfaced with as many other applications as possible, should they be social or more traditionnal. What implies the applications in question already exist and are used.

So the rich profile is the perfect entry point to discover tools and usages provided other tools and usages pre-exists. Sounds like chicken and egg. Vendors know that and all social tools include their own profile that makes the most of the use of the tool. Obvious solution. But is it the perfect one ? In fact it can be questioned.

The fact is for any enterprise, profiles share one characteristics with employee directories they are often the visible part of : they’re worth only if unique and used by all. Things are actually different  : in most organizations many social platforms coexist, each having its own profile, relying on its own data, what makes people have as many profiles as applications they use, each of them being, of course uncomplete. Moreover, even when an organization has chosen an unique tools, it’s not always accessible to all empoyees.

So a situation where some employees have many profiles relying on different sources, some don’t have any, and not every employee can see all profiles is not uncommon at all. Not a comfortable situation.

Hence the questions : is there a room for a directory relying on rich profiles, distinct from any applications but able to rely on all the existing and future ones, avoiding data dispersion and multiple updates. Is something missing on the market ? Will organizations need to connect all these data by themselbes with lots of specific devs ? Will a vendor manage to make the profile of their solution a market standard because it will easily interface with any tools and even its competitors ?

D’où la question : n’y a-t-il pas une place pour un annuaire reposant sur des profils riches, distinct de toutes les applications mais pouvant tirer profit de toutes, existantes ou à venir, évitant la dispersion des données et les mises à jour redondantes ? Existe-t-il un trou dans l’offre du marché ? Les entreprises vont elles devoir assurer elles-mêmes la mise en cohérence de ce patchwork de données à grand renforts de développements spécifiques ? Ou alors un éditeur va-t-il réussil à faire du profil lié à son produit celui qui, en s’interfaçant avec mille et un autre outils deviendra le standard de facto

This is something I’ve been thiniking about for a long time and seems to make more and more sense.

Filed Under: Management & HR, Software & Tools, Web & Usages Tagged With: , , , , ,

Is Facebook the future of call-centers ? The Air France KLM Switzerland case

November 8, 2010 By 2 Comments

Summary : Facebook is usually considered as a communication and marketing tool. But it’s becoming more and more obvious that it’s becoming a customer relationship tool what has an important impact on the design of the community management system and the role of the community manager that’s becoming the central point of a service and internal networking system. Facebook is becoming a call center and the community manager a problem solver and a connector like the Air France – KLM Switzerland case shows.

I recently found this long and interesting video in which  Alain Pezzoni from Air France KLM Switzerland talks about their social media strategy. The video is in french but here are some points I’d like to highlight from this case.

1°) Favor local initiatives

This is Air France KLM Switzerland, not Air France KLM global and this fact is important. In large international organizations, linguistic and cultoral factors make that, both at the customer and organization level, having a global strategy is very complex. Depending on the countries, what can be done and the way to do it may be radically different and building a strategy may be hard and take a lot of time. Since it’s a new field where businesses are starting from scratch, having local initiatives from which the whole organization will learn what can be reused elsewhere and what will stay local may be a good option.

Talking about Air France KLM Switzerland, it’s about 2 brands and three languages what makes 6 communities to address…and as many fan pages. So a local anchorage is essential.

2°) Communication is service

Even if, at the beginning, pages have to be filled with content to feed the fans and get their attention, the flow slowly reverses and the organization starts answering to customers’ requests. As I’ve previously mentioned, the scalabity of the model allows, as Alain Pezzoni says, to deal with call-centers overload. The social channel, even if owned by the communication department, is shared by many processus (customer service, quality…) this department does not own but facilitate. What implies to prepare things beforehand. The community manager is only the front of the system and has to work with many people from many departments across the organization and mobilize them. So he or she has to have the required legitimacy. Moreover, that’s not a job for an intern or a junior, rather a senior who knows the organization quite well. According to Pezzoni, this person must know whom to ask questions and have a strong internal network.

That’s a frequent observation. Many organizations that are good at external communitu management face, one day, the difficulty of identifying the right internal expertises. The limiting factor of external networking is often, once a critical mass and complexity is reached, the lack of internal networking.

3°) The value of transparency

Being good at customer relationship management is key for any business. But when it’s delivered through social media, the work is done “in public” what makes things visible. Being exemplary on twitter or facebook is like having a free communication campaign while serving customers.

4°) Community managers are not here to attract fans

As noticed by one of the participants, the role of the community manager is not to attract more fans or followers but improve the quality of customer relationship. I remember a good friend of mine who was asked to attract a given number of followers (number scientifically explainable regarding to the organization’s capacity in terms of delivery). He refused the job and, in my opinion, was right. In my opinion, the best way to measure a community manager is through the indicators of the processes he facilitates (quality, service, innovation), the measured image of the company but not by counting followers or fans. The numbebr of fans is the consequence of a good service, not its cause.

In fact, it’s interesting to see that the discussion that was about e-acquisition quickly moved to customer e-services.

[Read more...]

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