Many organizations are seeking to deploy social apps; some might look to facilitate internal communications while others are interested in connecting with customers. An often missing component?
Alignment of technology to the needs of your community.
Many socal properties are able to align services to needs very well due to the fact they know how to listen. Active and passive listening techniques enable business managers to deliver products that their customers will use. Traditional organizations aren’t always so savvy; solutions are provided based on assumptions from staff members. Such a move is disasterous for several reasons:
- In producing products that only a small subset of customers will use, the cost of generating this customer value is astronomic. This, in turn, puts pressure on other elements of an organization to accomodate the inefficient appropriation of resources.
- Customers may realize you’re not listening. While this could push some to a competitor, it may impact your reputation in ways a press release cannot fix.
How can one avoid this situation? Measure. Think. Relate.
