systemsofengagement - Bertrand Duperrin on Diigo

Dec

27

2011

CRM 2012 Forecast - The Era of Customer Engagement - Part I

"Also, truthfully, I’m kind of uncomfortable with this post too. While I’m pretty sure my conclusion is right, I’m not entirely at ease with what it took to get there. I’ll leave it at that. So I reserve the right to treat this as a work in progress.

Also, Part II of this post is on PGreenblog here. The actual “predictions” are there. This part is the explanatory justification for what I see as the shifting of the dynamics in the (social) business world."

www.zdnet.com/...3753

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crm socialcrm customer socialcustomer customerengagement loyalty engagement systemsofengagement

First, It doesn’t mean the era of customer intimacy though that is an optimally desired “condition” for a company’s view and relationship to its customers
It also doesn’t mean customer loyalty.
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- What customer engagement does mean (so there is no nebulosity here) is the company’s and the customer’s relationship is defined by the customer’s ongoing involvement with the company for their own specific reasons. The company doesn’t have to know all of them.
- It does mean that it is an era where the engagement the customer has with the company is controlled by the customer
- experiences that the customer needs to make an intelligent decision on how they want to be (selectively) engaged with the company.
- It does mean the use of systems of engagement (see Ray Wang discussion here and Dion Hinchcliffe here) which are systems that foster the interaction of the company with the customer.
- Social customers, because of their aggressive approach to using the social web, stood out and forced businesses to start to respond to the new forms and channels of communication that the customers were engaging in. For the first time, marketers and customer service agents, and to a lesser extent, sales people were forced to respond to people they couldn’t push a message to or define a response to and to people who were communicating in channels the company didn’t control.
- In other words, there was less and less reason to distinguish between CRM and Social CRM. Social CRM has almost (note the word “almost”) become what CRM is.
- The social customer is no longer a customer to gawk out, just a customer to deal with - like any other customer, with one explicit difference.
- IBM’s Institute for Business Value, in its 2010 CEO study found that the most important imperative for the next five years for CEOs - 88% of them to be exact - is to be closer to their customers.

Sep

26

2011

Integration and Connection To Work Are Central To Social Business Success

"I believe there's a real chance to address some long-standing social business challenges if we can work through and address these issues better than we have up until now.

Unfortunately, any progress will require connecting some technology thinking with some business thinking, which is the quintessential oil and water of the information technology divide. However, I believe we can now do this better than we ever could in the recent past and that a major opportunity lies ahead."

www.ebizq.net/...egration_and_connection_to.php

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socialbusiness enterprise2.0 integration systemsofengagement systemsofrecord process

1. The requirement to connect social software with systems of record, productivity applications, and the local intranet, etc. This puts social tools where the most important enterprise data is today, and;
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- 2. The need to move social tools into the flow of work. The isolation of social business platforms from the key operational activities of the organization is increasingly understood as a root cause of slower adoption and lower relevance.
- Unfortunately, another cause of the low interest in recent social integration advances is because attempts at defining Enterprise 2.0 software standards and technologies have largely been a source of disappointment until recently.
- While social integration and connecting social software to our work are NOT necessarily the same thing, primarily because you can connect social tools to some work processes without any integration, the fact is that much of the work we do today are in systems that are not connected to our social tools. This causes a myriad of problems in adoption and day-to-day use including manually copying data into our social environments, fragmented pictures of business processes that are otherwise narrated in social tools, yet the core context is separately stored in other systems entirely.
- I now see good evidence that activity streams are becoming the hub of daily work; a consistent and centralized view of all communication and interaction. Therefore, social apps -- and associated app stores to provide them -- can enable line of business applications to contextually appear inside our activity streams, while embedding technologies are allowing us to project connected social experiences directly within our intranets, Web apps, other horizontal tools like ECM and DMS, and line of business applications like CRM, ERP, and so on.
- Social apps - Wrap our existing business applications in a social envelope that allows them to live in and interact with us and our activity streams. This puts our fragmented systems of record into its full social context.
  
  Social embedding - Going to where the work is, social embedding allows us to put sharing, social notifications, and threaded conversations inside existing systems of record. Embedding is a technology that has long been proven on the Web and is similar to what the Facebook Like button has achieved, near ubiquity through simplicity. Many social tools use this technique today, but it must be internalized as an enterprise capability.
  
  Social integration - When a) wrapping enterprise software and placing it inside our social business platforms or b) embedding specific social experiences in our enterprise systems don't cut it, the fall back option is traditional integration. This will often be more expensive and time-consuming but can be used when the first two won't work for a given reason.

Five Emergent Strategies for Improving Social Business Performance

"Yet, though C-level involvement is one of the single most effective ways to gain approval for the needed resources, functional cohesion, and organizational priority, it's also a good recipe for bottling up internal social media in a manner that ends up moving it through the traditional IT project machine. This oft-careworn process is usually a well-established -- and largely well-intentioned -- "sausage maker" for repeatably fielding new IT solutions in a linear and highly structured fashion (though it's showing serious signs of age.)"

www.ebizq.net/...tegies_for_social_business.php

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enterprise2.0 socialbusiness adoption emergence process participation integration systemsofengagement systemsofrecord

The nature of open-ended in this discussion is vital and nuanced. Social media finally thrived, most arguably through the rise of RSS, which created a sort of "Unix pipe" for the social world. This allowed the fragmented conversations of blogs to be perceived externally as single albeit decentralized conversations
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- As Enterprise 2.0 grows up, there's a growing understanding that our old systems of record cannot remain isolated from our new systems of engagement.
- I've been exploring the potential of connecting agile processes to social business recently because because of these issues, and because the two subjects have much in common. Both fields are major transitions in the way work is accomplished and have had significant headwind despite making real and sustained progress.
- 1. Be liberal in accepting forms of participation. While many Enterprise 2.0 products or projects are actually disabling many types of rich media and embedded applications, I believe that is a serious mistake.
- 2. Assume and support new modes of use. If a blog, wiki, or social network ends up becoming a vital part of a business process, be ready to support it to the level that part of the business requires.
- 3. "New modes of use" means deep connection between all systems, all audiences. Do not proceed in your work that Enterprise 2.0 is about self-contained systems. Like the Web, it consists of deeply linked systems of systems. Sometimes this connection is by simple links, but increasingly it's by direct integration of data.
- 4. Enable social discovery. While many manifestations of social media, such as activity streams, naturally make on-the-fly discovery of knowledge and information easier, spontaneous, and even serendipitous, it's not nearly enough by itself to enable widespread emergent reuse. I've argued for years that federated search across all enterprise social "silos" based on the same algorithms that drive the Web is one of the primary solutions to ensure the open work of Enterprise 2.0 is findable, reusable, and has high leverage
- 5. Open your social data. Everything should be syndicated. Most social functionality should be wrapped in OpenSocial so it can be exported across the enterprise and embedded on the intranet and elsewhere. Your Enterprise 2.0 systems should have good, well supported APIs with good documentation.

Jun

13

2011

Moving Beyond Systems of Record to Systems of Engagement

"However, in the last decade, a few industry observers have noted seemingly diminishing returns on the strategic value of technology to drive additional business value. In fact, towards the turn of the millennium, debates raged on whether IT had become just another commodity (or not) while the the gap continued to grow between companies applying IT well in terms of business performance and those who weren’t."

www.dachisgroup.com/...ecord-to-systems-of-engagement

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systemsofengagement systemsofrecord IT knowledgework

It’s safe to say that most firms would go out of business without the data within and automated capabilities of their systems of record. But systems of record are increasingly 1) becoming commoditized by SaaS and the cloud and 2) most organizations have reached the carrying capacity of the approach: There’s very little left to store and automate that isn’t already. So where are new business gains to be had?
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- Systems of record have matured to the point where there’s only a little strategic advantage to having your own unique capability. Instead, the discussion on strategic technology has shifted to the other 40% of what businesses in industrialized nations do: Knowledge work.
- A corresponding change came when technology innovation and rate of change in the marketplace began to outpace what most organizations could adapt to. This has led to the aforementioned generational shifts in focus, and in certain early instances industry disruption, in the way we apply technology to business problems.
- this week Gartner reported that “within five years we expect that community peer-to-peer support projects will supplement or replace Tier 1 contact center support in more than 40 percent of top 1,000 companies with a contact center.” Social systems of engagement have already become the primary way that we communicate in our personal lives and this is also happening for businesses
- In recent conversations around how IT is changing, it’s been clear that this is part of a larger trend, part of it the move from push to pull systems, part of the move from the center to the edge, but all of it shows how networks and simple, freeform, emergent tools can enable much bigger results than the transactional systems of old. If you are investing in strategic new technologies today to drive your business forward,

Apr

20

2011

Social Business Roadmap

www.slideshare.net/...social-business-roadmap

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socialbusiness roadmap collaboration systemsofengagement systemsofrecord strategy changemanagement governance procedures

Apr

11

2011

Making Connections: the Social Object

"What Luis hopes is that those of us working with enterprise 2.0 tools and social business transformation will learn from the experiences of knowledge management, but he also notes a point of at least potential tension between the two disciplines. Putting Luis’ argument simply, knowledge management wants to manage knowledge, social business wants to socialise it. One looks at structure and order and managing the ‘unstructured chaos’ of social data; the other side says ‘you cannot and should not ever try this!’"

www.dachisgroup.com/...-connections-the-social-object

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enterprise2.0 socialbusiness socialobjects socialization sharing systemsofrecord systemsofengagement

“An object becomes social only when it is shared; it is the sharing that makes the object social, not the object per se.”
Systems of Record: those tools, repositories, and systems upon which organizations have built their business processes for the last several decades.
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- Systems of Engagement: These tools overlay and complement organizations deep investments in systems of record by providing Web-based access, usability across a variety of hardware and software platforms, and cross-organizational collaboration.
- However, as we all know, and Sameer underlines too, the ‘devil is in the detail’ of connecting these two systems. JP also stresses some of the potential risks around security and data privacy: often materials in systems of record are locked away because they are private and confidential and thus we need to manage “the export of private objects from the systems of record into the public space of the systems of engagement.”

Bertrand Duperrin's Library tagged systemsofengagement → View Popular, Search in Google

CRM 2012 Forecast - The Era of Customer Engagement - Part I

Integration and Connection To Work Are Central To Social Business Success

Five Emergent Strategies for Improving Social Business Performance

Moving Beyond Systems of Record to Systems of Engagement

Social Business Roadmap

Making Connections: the Social Object

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