Getting a customer is not the end goal it’s the middle

In a recent speech by Josh Bernoff of Forrester Research at the ITSMA Marketing Leadership forum it occurred to me that customer acquisition is no longer an “end state” for marketers its somewhere in the middle. Let me explain …

Many marketers focus their efforts on the customer acquisition angle which has the benefit of […]

Social Customer Support delivers Strong ROI

In a recent poll by the TSIA of firms using social media – 68% of companies don’t know or can’t measure the ROI of social media. Which is a real shame and if that’s the case for you I would argue that you are focusing your social media efforts in the wrong place!

Certainly […]

Location is important for your Contact Center too!

Location Based Services (LBS) are becoming all the rage now. Start up companies like Foursquare which is a web based check in service where you can declare your location to your friends, and even popular sites like Twitter and Facebook are getting into the act and attaching location based information about your status updates.

Clearly […]

Social Media and the Contact Center for Dummies (Wiley)

One of the biggest challenges for organizations today is managing the flow of information about their brands, products, and services that occurs in social media channels, including microblogs (such as Twitter), social networking sites (such as Facebook), blogs, and online forums.

More than ever, consumers use social media to spread the word about the brands […]

Understanding the Value of Social Media Data

There is a big difference between data and insights. Technology may have given us access now to endless amounts of data from every corner of the world. But the real challenge is making sense of all this seemingly disconnected data. Data by itself is generally valueless which is why for the most part it takes […]

Customer Service is the New Marketing

Zappos was founded in 1999 and sold to Amazon for $1.2 Billion Dollars just barely over ten years later. Zappos is powered by its customer service and was built on the premise of WOWing each and every customer. It’s that WOW or should I say WOM that enhanced the value of their marketing and attracted […]

Customers don’t care about Channels

Let’s face it at this point social media has gone mainstream. Customers are not only surfing the web looking for information but more and more they are relying on social media to get their information.

Your customers can seamlessly move from web to social to call center to your front door. But do you treat […]

The Perfect Storm in Customer Service

Customers have been adopting Social Media for the last few years and I think it is fair to say that we Social Media has gone mainstream especially after last year. Companies too have gotten on the bandwagon of Social Media and become more social themselves and again I think it is fair to say that […]

It pays to provide Support with Social Media

In a recent Forrester Report on “Customer Experience Pays Off as Social Media reduces Obstacles for Real Change” they have really nailed down the argument I have been making over the last year about why Support is the single best place to build your business case for Social Media.

If you look deeply at the […]

How to Choose a Social Media Listening Platform for B2B Marketing

In the last post we covered how to create a Social Media Lead Flow. And once you have identified the conversations where you think a sales opportunity may be occurring you need to feed that into your listening platform so you can flag those opportunities when they come in.

But what if you don’t have […]