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Similaire à There Is NO Social Customer (14)
Plus de Thierry de Baillon (7)
There Is NO Social Customer
- 2. The Social Web is here to stay
© Brian Solis 2010
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- 3. But it is still in its infancy
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- 4. Rules and findings are mainly emergent
Source Edelman trustbarometer 2011
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- 5. But what is
The Social Web ?
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- 6. The Social Web is a new channel for
extending existing conversations
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- 7. An extra set of tools used by individuals
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- 10. They use companies’ products
and services…
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- 11. For their own purpose:
They have a job-to-be-done
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- 12. To paraphrase Ted Levitt: they don’t want a
drill, they want a picture to be hanged
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- 13. Companies are trying to understand
customers’ job
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© Socialearning 2011
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- 14. The Social Web provide them with new tools
to gather more and better feedback…
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- 15. … to better understand their
customers’ needs and expectations
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- 16. Please take note:
There is
Social Customer
no
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- 18. The tools they use have changed
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- 19. So have changed tools companies can use
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- 20. Do not mistake the means
end
for the
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- 21. Let us move ‘engaging customers’
beyond PR stuff …
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- 22. … since this doesn’t enhance
your core business
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- 23. You need to understand ‘social’
at a deeper level
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- 24. You need to embrace emergence and
seize the added opportunity ‘social’ offers
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- 25. And use it to your own advantage
‘Social CRM is the company’s
response to customer’s control of
the conversation’
Paul Greenberg
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- 26. What should be the
Next step
?
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- 27. Focus on the right effort, using the right tools
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REJECTION CUSTOMER
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NEW
OFFERS ADVANCED
MONITORING
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CO ERN
ONLINE RESEARCH SOCIAL
V IC
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/ S ME
CONVERSATIONS
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OPEN FOCUS GROUPS CUSTOMER
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© Socialearning 2011
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- 28. Advanced monitoring
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?
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- 29. Collaborative learning
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?
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- 30. Open innovation
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?
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- 31. The new business equation:
Company
+ Customers
+ Social
= Value
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- 32. Thierry de Baillon
tdebaillon@socialearning.fr
@tdebaillon
Socialearning
http://www.socialearning.fr
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