I’ve had this one up on my board for months!
Over in the Accidental Community we discuss CRM, Social CRM, Enterprise 2.0 and everything that ties them together…sometimes. In this case we were, and I thought it was worth sharing a very important contribution to the discussion. The topic was Social Experience Design and Graham Hill jumped in with 6 general steps to achieve the most powerful, uh, outcome. Here they are:
- Identify the actors who are involved in delivering the Social Experience (SEx). The customers is obviously one, as is the company, but there may also be other actors such as non-customers and partners. The best SEx is when they all play the appropriate roles at the right time in the right way.
- Identify the key jobs/outcomes they use social tools to do and why they use the tools they do. SEx is becoming increasingly important to customers and partners alike. Whether this is because the social tools are better or because the alternative non-social tools are not good enough is for you to find out.
- Identify all the social touchpoints the customers use to do their jobs. Identify if other non-social touchpoints are used too. It is at the touchpoints where value is co-created amongst all the actors. So try and find out how satisfied customers are with the touchpoints. Particularly the SEx touch points.
- Identify the resources (money, knowledge, skills, time, etc) that each actor brings to the touchpoints to do the jobs. I often find there are many opportunities to ensure that just the right resources are made available to customers so that everyone cam create more value at key touchpoints. Bringing the right resources makes for a better Sex
- Look at how all the touchpoints flow into the customer journey. And please note: A customer journey is NOT the same as a process map or even a service blueprint. It is important to look at the end-to-end journey – from identifying category need through to disposal – not just at the SEx bits. The customer will base long-term decision to repurchase on their attitude towards the whole experience, not just the SEx touchpoints.
- The hardest but most valuable part. Bring all these together into a value network of one kind or another. This will help understand how they interact with each other to co-create value at SEx as well as other touchpoints. And how this pans out over time. You can use Verna Allee’s approach or others.
As I said at the beginning, providing a better SEx is much more than using the right tools. Use this simple approach to decide what customers think about their SEx and how to make it better It works for me
How many CRM practitioners out there are good at SEx? Let’s make a meme out of this one