“We cannot solve problems by using the same kind of thinking we use when we create them” Albert Einstein
A lot of companies are facing up this problem. Society go ahead in a much more digital, integrated and social approach model, although some corporations want to run their business as usual. They got good result until now, but how long could they success? We go through new problems, models and business requirements. So we need to face this new challenges in a different way. A general transformation is required and the way we run business operations also, in order to meet new goals.
This transformation is not only about new digital systems or social media. Social media is a new way of communication and day-a-day is more important. So, it is not only to be , but also to be active following a strategy. The social media is a new dimension in our society, and we need to decide what kind of info want to share and how to use this network. Are we going to solve questions to users about per products/services? Do we want to manage Customer claims?
As said before, this is a new communication style we need to integrate in our strategy. This is how should be the multichannel management. Customers or client could contact us by any way and we should be able to reply their enquiries or solve their problems using same way as soon as possible. It is important to have in mind what of this methods, tools or platform are we going to be able to manage. It is very frustrating, from a personal point of view, wait of an answer without any kind of reply. So social media should have same status and prioritization as email, phone or other platforms or systems. All companies work with a lot independent systems, but they need to work in Unison (in an integrated environment). Any customer, client or user want to have a real data integration, allow them to have faster processes and a more complete view.
But there is another important point to highlight: automation. This is not only about cost reduction, but also about be faster. Almost all business process could be improve and might be automatized (or technology driven). We will get a better customer experience. From the customer point of view, be faster is on the top priorities. We cannot have any delays and we should be transparent and provide info to customer/users as soon as possible.
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Last but not least, we should talk about flexibility. The market (whatever our industry will be) is very dynamic and we should be able to adapt our business to this new conditions as soon as possible. If not, we will be losing opportunities and customers. System integration and data consolidation provide us an unique customer/client view (360º view due all info in the same place). This allow us to be faster when taking decisions (being more accurate). Improve processes will reduce time (TAT) and increase profits. We have still room for improvement, and there is only quite a few success example, but hopefully we could speed up this trend.