Companies are treating their data capture as yet another business silo. Grab a customer and put them in the database and send an occasional email to keep them loyal to the brand. It is so yesterday!
This siloed approach to data collection sees the collection of some basic information about the customer. Customer name, email address and mobile number are some of the elements captured. Data is now much more complicated. Social data is not structured in a homogenised fashion. It is comprised of lots of text and imagery with different intent, meanings and formats.
Due to its complexities, businesses are ignoring social data. Instead, they rely on ‘dumb data’ which does little to maintain customer loyalty and engagement. This approach sees business missing the social conversation. Business need to change their approach to data capture to engage with the customer’s sentiment and real time needs.
Simply pushing email campaigns and status updates about the business to a disengaged database is not going to inspire the engagement experience you need today.
So how do you extract meaningful customer data today?
In a world that sees more than 60% of the workforce disengaged, building employee engagement is a fundamental key to organizational success. 2015 is the year to recognize that even if you get the fundamentals of your business right in terms of rewards and wages, there are many other engagement factors required to create a productive and successful organisation.
In an age that sees competition between business rife, the need to maintain a competitive edge is critical. Business leaders must encourage staff to nurture customer relationships in an effort to build customer centricity and brand love to ensure customers remain loyal and devoted. Customer action loyalty and devotion begins with employers educating staff on the brand promise and having that promise shared into the customer base at every customer touch point, including social.
Research undertaken by LinkedIn and Altimeter Group across companies like Google, VISA, Facebook and salesforce.com has found that employee engagement is heightened when working at those companies that are socially engaged.
Why does social bring about greater employee engagement?