By Mike Stiles on Aug 26, 2014
Our guest post today is from Oracle Social Cloud Group VP Meg Bear, fresh off presenting at the CRM Evolution event. With seismic technology shifts taking place in CRM, we wanted to get her take on what she heard and saw.
What a fun week! CRM Evolution wasn’t just a great experience; it was a truly engaging event. The reason I say that is many of the conversations at the event were around best practices for customer experience and customer engagement. Thanks to the amazing Ray Wang for summarizing the discussion so concisely!
Buzzwords aside, I was happy to see the focus on engagement and I believe there are two key distinctions between the concepts. Firstly, engagement suggests an ongoing relationship, versus a one-time experience. Importantly, engagement makes it clear that the customer is in control and the actions taken by an organization, only impact the outcome.
What made CRM Evolution 2014 such a great experience and so engaging, you may ask? Well, it wasn’t the view from the windowless press/analyst room I spent most of my day in that’s for sure. The amazing conversations I was lucky enough to join (and of course the hugs!) make this “THE” event for those who care deeply about this industry.
I shared fascinating discussions with the delightful Paul Greenberg. Paul has an amazing ability to bring people together (as he clearly showed in his role as CRM Evolution Conference chair) and hosted a panel on the growing importance of customer engagement that I joined. Not content with lifting the curtain on the increasingly small distinction between “social CRM” and traditional CRM systems, Paul asked complex and insightful questions about business, social and customer engagement. I was honored to participate.
And it wasn’t just Paul. My visit was enriched by a large number of industry veterans sharing their experiences. Denis Pombriant kindly took the time to share his presentation with me even though I was double booked during his session; Brian Vellmure and I talked for so long that I made him late for a Yankees game (sorry, Brian!); and I waited for but did not get coffee (to say the “experience” at the hotel Café could have used a little investment would be an understatement) with the one and only Brent Leary. Any minute spent getting Michael Krigsman’s take on the state of things is always a minute well spent. And that’s not to mention the countless other conversations I had with some of the best people in the industry including Marshall Lager.
One of the things I was talking about was how the right user experience can increase customer engagement. As with the introduction of Social Station, a cool new workstation within Oracle Social Cloud, we now provide a next-gen user experience that drives productivity and social business results. It was great to see some of the initial reaction and read what Maria Minsker (CRM Magazine), Natalie Gagliordi (ZDNet), Tom Murphy (CMSWire), Omar Akhtar (The Hub) and others had to say about the latest enhancements.
By making it easier than ever to understand, report and share social insights across the enterprise, Social Station helps our customers move at the speed of social. And that’s not just a nice to have. That type of agility is a must-have if organizations are to engage customers in a way that has a positive and tangible impact on business results.
So thanks to Paul, the rest of CRM Evolution team and everyone that took the time to meet and speak with me. I hope to see many of you at Oracle OpenWorld next month and perhaps while I am there, I will get my very own selfie with Ray Wang.