As social Customer Experience [sCXP] architects of the future, we all must begin to assimilate all we know about the customer and what drives them throughout their experience with our brand into a mass of quantifiable data, then tear down that mass to uncover the one key truth, the shared interest among customer and brand.
It's 2013, and we've been talking about social media as it relates to business for almost 10 years. So, you'll understand my slack-jawed response when I heard yet another social media "expert" proclaim, "You can't really measure social, so ROI can't be precisely determined." Never mind where or who said it. It is simply wrong. As a discipline, we can adopt a higher standard. It's time to Get Serious.
Lithium has been hard at work on a new research study on the social customer experience for telecoms in 2013.The findings will be released February 14th during a webcast hosted by Mike Betzer, SVP of Lithium Social Web (register here). A full report will be available immediately after the webcast.
The project put me on a trip down memory lane, recalling past days working for MCI in the very early years of the communications explosion....
2013 will be the year where the difference between winning and sinking brands will have everything to do with how serious they are about social. Sinkers will keep aiming for the wrong things—likes, fans, and followers. Winners will set their sights on the right things—serious things—which are business results. They’ll tap social for the real value it offers: interacting with customers at scale, increasing satisfaction, growing loyalty, and yes, more revenue.