Social Customer Experience


Part III: Chapter 12 “Social Applications”

Chapter Summary
Social applications combine the attraction of social objects, the power of the social graph, and the natural tendency for people to gather and converse. Because social applications connect, enable, and coordinate the interactions of participants, they offer a straightforward way to realize a powerful business presence on the Social Web. This chapter wraps up Part III with a look at how to evaluate, define, and implement successful social applications as the core of your social customer experience effort.

Review of the Main Points
Review the main points covered in Chapter 12, listed here. Consider these as you begin to develop your overall plan for the integration of social technology in your business or organization.

  • Social applications tie social objects and social graphs together. Simply put, people connect with other people around the things that interest them in order to accomplish tasks that improve their lives.
  • Internal readiness—the capability to respond and to address business challenges holistically rather than functionally—is an element of your social technology implementation effort.
  • Social technology begins with business objectives. Don’t let the technology guide your implementation, but instead let your objectives guide the technology selection.

    In summary, unless you are ready to tackle Enterprise 2.0 (or you are working in an organization that is already doing this), the starting point in applying social technology to business is connecting your customers and stakeholders through collaborative processes that link business objectives with the higher levels of engagement. You can speed this process within your own functional area with the assistance of informal cross-functional teams. Take the time to build support in other parts of your business, and you’ll find the entire process significantly easier.

    The typical starting point—after the implementation of a listening program—is generally connecting your business presence into the existing social spaces where customers spend time, setting up an effective listen-understand-respond process. This is followed by the implementation—as driven by your business objectives—of collaborative tools such as support and ideation platforms to drive a basic business norm of Listen, Understand, Evolve.