SOCIAL MEDIA AND THE CUSTOMER EXPERIENCE

Binah AdvisoryTullio Siragusa,

Founder, CEO, Certified Professional Consultant

http://www.binahadvisory.com

From Noise!

Where is the Signal?

Can you hear me now?

PRE-SOCIAL MEDIABRAND AND CUSTOMER EXPERIENCE

MEDIA’S IMPACT ON THE CONSUMER

Consumers used to be people who consumed stuff. Consumers are people. People who crave good experiences.

People are now empowered. Technology enables. Humanity rules.

“3.0” (Social Media) is really about people. Most people don’t like unpleasant experiences. People and brands have influence (TOGETHER) People’s voices are the new Media One way communication Media is on the verge

of extinction. Brands relying on old media to build consumer relationships, are on the Titanic.

Social Media is…

a Conversation…

That is powered by…

Blogs

Wikis

Podcasts

RSS

Mashups

Social Networks

It is a conversation between…

Customers…

Employees…

Investors…

…People!

To join the conversation, you need to

be…

Present.

TRADITIONAL MEDIA HAS 0 INFLUENCE. BRANDS AND PEOPLE = INFLUENCE

HUMAN NATURE HASN’T CHANGED. HUMAN BEHAVIOR HAS... our needs are basically the same technology doesn’t make us social , it influences our behaviors how has our behavior been influenced? we stopped consuming media, and started producing it we’re sharing our ideas openly, and giving away our secrets we’re building our personal brands, and becoming self made

celebrities , while celebrities become more like us our social circles expand as we manage our “friends”, and contacts a perfect storm… our worlds collide the boss is on Facebook we’re streaming our lives we experience life collectively

FROM LOCAL TO GLOBAL, BACK TO LOCAL BUT NOW IT’S GLOBAL… our communication is becoming effortless, and instantaneous nearly anyone can influence, especially within their niche, the social web thrives social economics have equity, connections are currency, currency gets spent

finding support in networks for: philanthropy, jobs, pr, endorsements, complaints, services, products, ideas

we used to rely on institutions, but now we rely on the individual institution we rely on each other’s individual network as human filters search provides information, and networks can filter signal from noise moving toward a people powered web, the web now has a soul and it’s uniting us

all “I believe that people would rather have a conversation with a person than a

brand.” ~Scott Monty, Ford Motor Company

humans not optional insights into behaviors lead to innovations, and innovations help people · ARE WE BECOME “ONE”? We were in each other’s business, we ran away,

sprawled, wanted privacy, now we want to be connected, all the time, with all people, all at the same time, and we value everyone’s input as our very own.

Was Social Media discovered recently or 4,000 years ago by a man who spoke of Oneness? It has taken that long? Hmmm??

PEOPLE HAVE COME FULL CIRCLE

CONSUMER TRENDS HAVE COME FULL CIRCLE WITH GREATER INFLUENCE

WHAT DOES IT ALL MEAN TO A BRAND? Creating more social or collaborative relationships is the next wave of thinking in customer-

centric business management that has evolved over the past two decades, or possibly 4 millenniums…

In the 1990s, so-called Customer Relationship Management (CRM) was mostly about managing customer information; a very company-centric view of the relationship.

But there’s more to a customer relationship than data management and process automation. The limitations of CRM’s internal orientation and technology-obsession led to the rise of Customer Experience Management (CEM), which is focused on designing and delivering loyalty-building experiences with integrated Business Intelligence (BI). CEM is not just about using technology.

And now we’re entering Customer Collaboration Management (CCM), which is about engaging with customers in a real dialog. This changes the role of IT from Information Technology to IM Innovation Management, with the consumer at the helm.

If you’re still not convinced that the revolution in social customer service is coming, take a close look at your customers’ complete service experience. You may find that it starts in the social web outside your official service processes–when your customer searches on Google or interacts on a Facebook group. And the service experience could also end outside your organization–when the customer tweets about what happened on Twitter.

The next big opportunity for customer service executives will be engaging with customers in the world of social media, and transforming the function of Information Technology to customer centric Innovation Management. Your customers are already there.

Individuals are becoming brands, – but what’s really happening is that individual want brands to be on equal footing. Don’t be a brand to me, become a part of my network, talk to me, and let what I have to say resonate and matter; the consumer is screaming out load: “you might actually learn something from me that will not only benefit me, but millions of other consumers.

WHAT SHOULD BRANDS FOCUS ON?

WHY SHOULD BRIDGING THE SOCIAL DIVIDE BE IMPORTANT TO BRANDS?

SOCIAL MEDIA (PEOPLE) FILTER THE NOISE DOWN TO A SIGNAL

From Noise To A Clear

Signal!

I can hear you now!

Are

You

Listening?

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