The social enterprise needs social customer relationship management (CRM) as a holistic approach. Today’s social enterprise needs a “360 degree” view of the customer, so it is critical to reach consumers through new channels. Best-in-class companies also try to track marketing leads and measure marketing’s return on investment. They of course attempt to increase customer satisfaction.
Nokia and Burberry are the leading companies that demonstrate this holistic approach. Nokia is harnessing the vast array of daily social media discussions about its brands into a single visual platform to enable customer service. Nokia has developed Agora, a Social Visualizer made up of six wide LCD screens that bring together conversation, insight, and consumer usage about the Nokia brand in a real-time and simple format. Agora, in Greek, means “an open area where people come to meet.”
The creation of Agora is the first time that multiple listening systems have been brought together, implemented globally, and delivered in a visual format that makes content and data suitable for a wide range of diverse Nokia audiences. This tool allows Nokia to put social listening at the centre of its global business, with its entire workforce having access to this continuous insight so they can develop their brand and devices to fit in with the needs of its customers.
Likewise, Burberry has created sophisticated internal and external communication channels for customer experience. An interactive Website, customer profiles with SAP, social media avenues, and Salesforce.com’s Chatter constitute Burberry’s holistic CRM system. The Website entices its visitors to return. It displays fashion shows and artistic videos showcasing the latest collections. Customers can order many of the fashions displayed in the videos. There is also an acoustic section on the site that exhibits music videos from previously unknown British singers and groups, all wearing Burberry clothing.
Burberry’s SAP application enables sales associates globally to pull up customer information, including transaction history of all past Burberry purchases. Burberry holds “Tweet-Walks” bringing images of models wearing its collection minutes before models hit the runway. Burberry also has a strong internal communication system, Salesforce.com Chatter, a platform used as a portal to enhance communications throughout operations.
