Week 5: CEM Systems Integration

Topic:

Based on your reading of Chapters 13, 14, 15, & 16 of the text including the “Unit Four Closing Case Two” entitled Social Networking, discuss how social media sites can be used by a virtual enterprise to enable C-Commerce processes to “hear” the Voice of the Customer. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.

My Response:

Although the closing case was slightly outdated, the use of social networks as an important business tool still applies. Since social networks are primarily built on user-contributed content, these networks offer a high level of information richness and reach not offered through other channels. User-contributed content includes but is not limited to:

  • Likes

  • Shared posts (media)

  • Reviews

  • Personal network (list of friends, contacts, etc.)

Organizations can cost-effectively mine all this valuable user (consumer) created content to help drive investment in key business functions; such as marketing campaigns, product development and quality assurance. By leveraging this social data, organizations can easy segment current and potential customers based on their social characteristics. Once the organization is able to discover groups of individuals with similar tastes and experience, they can efficiently deliver focused marketing to each segment.

Integrating social into the CEM lifecycle would give organization various direct lines of communication between themselves and the customers. Most social networks include modern forms of real-time communication like instant messaging applications, review and comment sections and even forums. These faster channels of communication and interaction can help organizations quickly and proactively react to their customers’ needs.

On the virtual enterprise and C-commerce front, social networks can be used to improve collaboration inside and outside the organization. The same tools and features that provide consumer insight could be leveraged to quickly tap into the collective knowledge of all the employees and business partners.

Baltzan, P. (2015). Business Driven Technology (6th ed.). New York, NY: McGraw Hill Education.

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