Social, Customer Experience, and the Cloud
By Christina McKeon on Jan 30, 2013
Oracle held its second CloudWorld event in Los Angeles
yesterday. Social permeated throughout sessions the entire day touching on customer
experience (CX), sales performance, and service and support optimization.
CloudWorld kicked off with Charlene Li of Altimeter Group discussing how social is like air – anywhere and everywhere you need it to be. For that reason, social must happen in the cloud. Li cautioned that social is more about marketing. This point was driven further in the CX service track when best practices were discussed. Where marketing goes, customer service follows. Marketing will start social conversations to attract prospects into the buying phase of the customer lifecycle. Once marketing starts conversations, customers will turn to those social media channels to address any issues. That is why it is important to connect the own phase of the customer lifecycle to the buy phase. After all, your customer’s journey doesn’t end where your process ends. Service executives are seeing the need to connect marketing and service early on in the lifecycle and develop an engagement system.
Randi Zuckerberg of the newly launched Zuckerberg Media gave the audience a humorous look at what Facebook did right in going
to market and also provided her thoughts on where social media can take
companies. Looking back, she identified three things Facebook did well:
- Slow rollout into market segments, which allowed for tweaking along the way
- Crowdsourcing, which helped get the site translated for free
- Hackathons, which encouraged employees to be more entrepreneurial
With community managers being the highest growth position listed on LinkedIn last year, social is ingraining itself across all CX roles in an organization. Zuckerberg noted the expected rise of “entre-ployees.” Do you nurture the entrepreneurial spirit from within? If not, now is the time to start so you get those creative ideas that help you deliver great customer experiences.
We also learned some tips for social selling in the CX sales track. Social sales need self-forming teams that invite others to participate. Tie sales conversations to business context, and let everyone contribute to these conversations. Given that field reps are on the road 2.4 days per week, a social platform helps them cut through red tape and get the right information from the right person at the right time. It is much easier for a rep to get help with contracts using a social network than trying to go through formal organizational layers.
CloudWorld continues around the world for the next few months. Check the schedule and register for a city near you. In one day, you’ll get deep insight into innovative approaches to social that will help you deliver great customer experiences in the cloud.