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Becomming Customer Centric [in 4 simple chapters]


In December 2013 we (at SAP) wrapped up a project with Hypatia Research to drill into Social Media best practices that companies of all sizes (and from all regions) are leveraging to shorten the distance between themselves and their customers. 

In looking across all their learned lessons and all the raw data, we uncovered some useful trends and insights, which became a new research report –  “A time to listen, A time to engage.”

Chapter One begins to explore how the ‘truly great’ companies are using Social as an inbound conduit to bring real-time customer feedback into their production innovation efforts.

Chapter Two drills down further into risk mitigation and brand exposure in the Social Stream, and how companies are finding brand value and business benefits beyond ‘just keeping an eye on what people are saying about us on Twitter’.

Chapter Three explores examples of Social media driving real time customer service and engagement and identifies a progressive model (Self-Service, Automated Assisted, Pre-Emptive, Proactive, and Prescriptive) that you can apply to your service and support model to prevent customer churn.

Finally, Chapter Four explores ROI of Social Engagement, and the alignment of Sales and Marketing under a social banner.

The report is reasonably quick read, and may help you light up a few new ideas for your 2014 practice.  It’s also a good place to go if you’re looking for some good ROI justification evidence to reinforce your budget asks for the year.

Hypatia has done a great job with this – and I want to share it with you.

Normally we’d treat this as a serialized report that we’d roll out in 4 installments over a month (C’mon…we all have our KPIs…), but given the strong spirit of community here on SCN, I think that you’d get a lot more value as Social Media and Marketing Practitioners if you can download it and digest it all at once (One of my KPIs is simplicity).

So I’ve consolidated the report into a single zip file, and posted it here.

Happy New Year!

Craig Downing
SAP Global Marketing

Image © Copyright Denis Dervisevic and licensed for reuse under this Creative Commons License

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