lunedì 29 novembre 2010
Social Network Modelling: a new paradigm for social user and custumer
When considering a Social a traditional CRM strategy, companies are experiencing both business and technology challenges.
Nowadays we have more business challenges that we are seeing:
• Being led by senior management teams that do not have the time to adapt to
the new ways that customer and user are communicating online.
• Putting technology ahead of strategy and thus not seeing the results they
want or expect becouse it's matter of the customers and the users.
• Uncertainty about how to transform their existing culture to one that
embraces openness, transparency and engagement. Businesses are
confronted with the fact that an effective change management process takes
a serius envolvment of the traditional social organizations like trade unions and political parties.
Without this they are wanting to see more immediate results agaist the reality.
• Struggling to develop and adapt existing legacy processes and frameworks
that keep up with the social customer and being for the user welfare.
• Trying to respond to as many interactions as they can without actually
solving or making decision-changes at the source and on the fly.
• Wrestling with developing effective advocacy programs for their loyal
customer's copyright and copyleft brands connected really with the unstable
creative common labels.
Social users and customers are more knowledgeable, empowered and
connected than ever before. Prior to making any kind of affiliation of purchasing
decisions, users and customers now turn to peers and non-traditional industry
influencers for answers through a very public social sustainable networking
platforms - more so than any other source for information gathering.
In order to succeed in this hyper-connected environment, companies will need to
adapt their business strategy, apply new technology, expand their marketing and
PR efforts, and alter and adapt their internal culture with free ethical codes
Formalizing an integrated CRM and Social URM strategy will allow a business
to locate, educate and engage their current and potential customers where they prefer to communicate. Empowering the Social Customer's leadership is a critical objective within any social business strategy.