Measuring and managing communities is a reasonable place to begin to map and track the Customer Experience for two reasons. First, these Interactions are digital and can be found in BIG Data. Second, social media and communities are driving the integration of Marketing, Sales, and Customer Service silos.
Have you integrated your Customer/ Employee/ Partner Communities into one Stakeholder Community to capitalize on this silo-busting trend? Are you leveraging your community relationships to get help with strategic initiatives? The initiatives are the business purpose that has often been missing from Social Business activity streams.
While our focus here in this blog is on the relationships developed within communities, the same collaboration layer process is used to quantify relationships developed across the entire customer lifecycle…in Acquisition, Closing, and Retention…tied to business results. It’s a two-fer! Achieve a positive business outcome with some help on strategic initiatives, while developing a relationship with people important to your success. We’d say you’re in this together anyway! Developing a relationship is the ultimate collaboration!
Digital Business Collaboration Layer Processes
An enterprise deployment of a collaboration layer process like Operational CRI (Customer Relationship Intelligence) is built into a sophisticated BI / dashboard infrastructure to integrate the entire customer lifecycle at the data level. The BI tool is then embedded in contact management program(s) across the enterprise. In community and customer-facing systems, in finance and ERP systems.
Once enabled, your Stakeholder Community members could become involved in the work of your enterprise through various open and closed initiatives—such as self-help, evangelizing the enterprise and the enterprise’s offerings, or product development.
- New product initiatives become externally-focused by moving from a “Research and Development” approach to a “Collaboration and Development” approach. And here, development is increasingly an agile execution. See our MIX HACK Measure Innovation Community with CRI.
- The Stakeholder Community extends beyond Customers, Employees, and Partners to Suspects, Prospects, Suppliers, Influencers/Interested Parties including Media, Bloggers, Analysts, Regulators, Investors, Politicos, and more.
- Already Stakeholder Community members are becoming enmeshed in enterprise business processes—tracking packages, looking into the supply chain, and having products configured just for them. All of these Interactions help develop relationships.
- And we see these additional BLUE SKY opportunities to collaborate going forward:
BLUE SKY 1: Product and process design is mobilized by the need for extreme configuration and modular plug and play capabilities.
BLUE SKY 2: Customers give instant, relevant feedback.
BLUE SKY 3: The Enterprise is open and transparent to all Stakeholder Community members. All strategic and operational dashboards are visible to all with drill-down details.
BLUE SKY 4: Real-time corporate governance becomes possible.
BLUE SKY 5: The Enterprise literally competes on relationships. A majority of Stakeholder Community members become true partners with the Enterprise for sustainable community advantage and global competitive advantage.
For what has come before check out our post Collaboration Maturity Curve Part 1.
Customer Experience Wisdom: Developing a relationship is the ultimate collaboration.
Questions: Do you map and track the Customer Experience?
Do you compete on relationships?
Do you need a sustainable differentiator? Why not,