Tag: customer service

The Social Business Swirling in my head

This will be somewhat of a shorter post for me. I know the novels are getting to be a bit much! So I was chatting away on twitter the other day and Bruce Kneuer and I bumped into each other and we started talking about the Social Business.  Now we only have a 140 characters so this is how the conversation went:

@BKneuer Question

@BKneuer Question















So after thinking about the context that was swirling around in my head I responded with this 140 characters:


@keithprivette response to @BKneuer

@keithprivette response to @BKneuer


So then Bruce kindly puts this request into me:


The 140 That Sparked a Diagram
The 140 That Sparked a Diagram


So I decided to visualize Bruce’s question into a model so I can understand what is swirling around in my head.  This is a visualization to represent how much over lap we have with people, technology, and processes to interact internally and externally at the same time.  Our customers have a much much much better idea of what our companies are, how they are ran, and who is running them.

People are curating information across the internet and basing decisions of where they place their focus, money and their time and they are not getting this information from your website or press releases…..Well enough about that! That could be another post, but no more novels in 2011, I promised Nicole Harrison.

Here is the model that represents the ideas and what action could be taken based on interconnecting within the Social Business constructs.


Social Business Ideas Swirling in My Head
Social Business Ideas Swirling in My Head


So Bruce thank you for prompting with your very though provoking question.  This is what I have so far.  It is basically a model to get the people, technology, and processes working together to solve and innovate. There is a ton of details that need to be filled in and I know that.  Just thought it would be  fun and educating to share and fulfill a request for information at the same time. Open to any and all comments.

Please leave a comment below about what is missing, what you like, what you don’t like, where there is flaws, why is technology as big as the business, your cracked and stop doing this, anything!



Opt-In checkbox is not 2-way, but it can be!

Currently we have this thing about customers opting in or opting out.   If they opt out most companies pine over how can we get them to opt in and continually push market in a shot gun fashion around them hoping someone will forward it to them…..costly.

On the other side you have the people that opt in and what do businesses turn around and do, push market the hell out of these customers. No analysis done around who should get what message, when, why and then the customer gets the dreaded noreply@ email address in the From: so you cannot communicate your frustration with said business……ummm costly and annoying.

So how does the opt in become a two way form of communication between businesses and customers. Data, yes the sexy ever glamorous darling of the businesses, Data. Yeah right who I kidding data is not sexy, but it sure is useful! What businesses need to do is partner with their customer around data.  The customer has the ability to proactively collect a lot of information about themselves now and the data the business collect about the customer has holes in it to be affective. Typically most businesses have cookies, email address and minimum information about connecting the exact purchases done by their customers.

With so many customers collecting, storing, analyzing, and utilizing their data to make personal business decisions, like where I buy, how much can I spend, and how much I have spent. On the flip side businesses are collecting, storing, and analyzing the data they are collecting with one two pieces or really three pieces of demographic data missing First Name, Last Name, and email address tied to purchasing actions.  Missing the actual person and who they are leaves gaping holes in analyzing to take the correct actions.   Being able to line the data profile the customer is building and data profile based on a Cookie ID can lead to a powerful conversation, trust relationship and actual deepening the selling and buying between the two.

Enter a company like Buyosphere! They are allowing customers to store and maintain all the purchases they make based on the receipts they can obtain online and eventually the receipts they receive offline, then get them to their online profile. This purchasing information is the start of the two opt-in of sharing information between businesses and customers. With the customers currating and storing their purchasing data and most businesses wanting to know their First Name, Last Name and email address on those purchases, why not have conversations about sharing this  information with each other. Businesses that are in a more brick and mortar setting need to find ways to get this purchase information to their customers!  Plus we can save a whole lot of trees by not giving out paper receipts too…

Businesses need to invest in emailing receipts to the customer at the time of purchase, giving them a way to enter a code online to get the electronic receipt once they get online, start putting QR codes on the receipt, or maybe bumping phone to POS to get receipt record onto phone (keep in mind this only covers 30% of customers with smartphones).

What this allows the customer to do is curate their purchases and share the data socially or privately with the businesses they are demonstrating purchasing power with said business. This is the start of the 2-way Opt-In partnership around purchasing power using the opt-in as the contract, the handshake, the trust. The businesses offering these types of services and two way opt-in relationships will be able to increase marketshare, service customers based on mutual respect based on buying and selling, and keep the customers you have long term. In business keeping the ones you have is waaaaaay cheaper than always trying to acquire new.  I do believe if the customer felt a little more in control of this opting-in action they would probably be more willing to opt-in!  I know I would!

Now the flip side of this 2-way Opt-In relationships are the businesses and needing to earn the trust with this Customer information and not get all up in their customer’s grillz with their Pushy MCPusherton marketing and advertising.  They have to allow the relationship to build and grow.  With always checking in after sending your Customers information, like “How did that feel, was it pushy?” or “Did we hit the mark based on your activity?” This will gain trust and loyalty like nothing before.  Image the cost reductions of trying to acquire new costumers and increasing the spend by already existing customer.  Just remember this is earned in the long term and screwed up in an instant. Gut feeling is most businesses would have more fun interacting with their Customers too.  Employees would have more satisfaction about a job well done or finding new ways to strengthens the relationship with their Customers.  I see productivity gains and reducing talent turning over, which is reduction of  expenses.  When you make you company fun with happy Customers and happy employees really cool things can happen!

So go forth and build and synthesize your data businesses and customers, the economy will thank you!  “In the form of a wholly logical data model, in the form of a buying river!”


Cross Pollinating Verticals to avoid the Echo of the Chamber

So I bet you are asking yourself  “what the hell does cross pollinating verticals mean you crazy crazy person you?” I am going to explain how it came about and why it has become part of my idea to strategy to planning to action taking mantra.  Ok it did start out from a little snark and sass to address some of things I was seeing at conferences (mainly live feeds across the interwebs) and one off sessions with organizations across the web also.

Because my day job is somewhat, well actually totally not related to social media, marketing, advertising, recruiting, communication or external customer service.  I take advantage of being connected to so many wonderful people that tweet out conference #hashtags, send livefeed links on their twitter, facebook, eventbrite, meetup and linkedin social feeds to get to some great information.

I started to notice in presentations and presenters language many many many big words being used to explain very simple everyday actions. The word honest turned into trustworthy, be yourself turned into authenticity, people turned into human capital, and the best open turned into transparency. I do believe people sometimes think if they use big words they are more credible, believable, and intelligence.  I will agree it does show intelligence, but in a book smart way and not in a real world, street smart way.    So having a little moment of rebellion I figured if I want to be consider a thought leader I better start putting some big words in my arsenal.

I know I know very 5th grade, but I thought let’s go with this and see where it goes.  So I was at lunch with a couple of people (probably at The Newsroom) out came “Cross Pollinating Verticals” during a conversation.   Of course I got the “What the hell does that mean?”, so I began explaining my perspective of what I was observing in presentations and conversations.   Cross Pollinating Verticals is really the basic action of talking, asking, or meeting with people that are not in your organizational, professional, or skill set vertical.   I do believe this also clearly articulates how I view my networking and professional development.  I do believe if this path was explored more and more by people, it could start creating the systemic market and people changes we need for the future (sorry no data just a gut feel).

It seems that we spend too much time in our own industries and skill set or title.  This is not bad thing, because yes you need to keep up on the trends, people, topics, regulations, legislation, technologies, and processes.  The only drawback, focusing on your industry, you are only talking and interacting with people that agree or often have the same point of view as you.  Now with the explosion of the social platforms you have complete access to information, people, and technologies to other people’s industries! The beauty of majority of people from every industry continually sharing publicly anyone can share in the conversation.  This will only lead to enrich and enhance the conversation because you are getting it from the audience of your industry.

For example I follow many recruiters and human resource people on twitter.  Many of the conversations are between people within the recruiter and human resource industry, which leads to many agreements and very little diversification of points of view.  Well enter a non-recruiter or non-human resource industry person, me. I am their audience, I am the people they are trying to help, I am the people they are gently trying to manage, I am a person they should hear from…..right?  This is unadulterated access to their constituency, right?  That is what every industry that has an audience wants!

You can ask questions, have conversations, and beta new ideas, that is of course if they are interacting with their audience.  I just used Recruiter and Human Resource vertical as an example, I jump into many verticals marketing, PR, communications, etc. I even have followed a twitter chat for Student Affairs for colleges and universities!   So I encourage people while networking, viewing people to follow, having conversations, and posing questions look for people not within your industry, professional, or skill set vertical to really enhance your conversations, points of view, and “third box over” type thinking.  Being that I love finding people not like myself, it has led to finding some real and enriching conversations about problems to be solved.

So next time when you are looking to follow a person, a conf hashtag, send request to someone on linkedin, or post a comment on a blog do it outside your designated vertical and see what happens!  What would be even better if you came back and drop a note on this post to show others real world examples of this!  That would mean you Cross Pollinated a Vertical!

 


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