1. BPM the way we see it
Harnessing the Power of
the Social Conversation
It’s more important than ever to listen to what is
being said about our brands – and to act on what
we hear.
Social media is a big opportunity exponentially. Millions of online
and an even bigger threat. If you resources are facilitating conversations
want to survive, adapt and grow, between customers about products,
it is time to start listening to not just on Facebook and Twitter,
the social media conversation, but also on the likes of Amazon and
understanding what your customers YouTube, and on thousands of blogs
are saying, filtering noise and and review sites.
harnessing the influence of the
loyal. In short, you need to gather This social media conversation is
insight from these conversations, happening now, and you have the
and turn that insight into action chance to manage and enhance your
BPM Trends Series
that works for your organization. reputation. If necessary, you can get
This paper is one of a series, Capgemini up and defend what you know to
BPM Trends, which shares insights into Your brand needs to listen to be right. However, this opportunity
how to resolve today’s most pressing the conversation – and join in is only open for the duration of the
business challenges using the latest The online world is talking about conversation your customer is having.
Business Process Management tools and your brand at a rate that is already Once that moment passes (as with
methodologies. phenomenal, and is growing any conversation) any critical
2. Imagine a conversation about you that’s taking place at work.
Some of your colleagues like what you’ve done with a recent project and others think you’re just insufferable
– even if they have only seen you once. Before you know it, you’re having a meeting with your supervisor
because you haven’t “landed well”... And then you wake up in a cold sweat. This is what social media means
for your brand. It’s a conversation, and one that will be infinitely more beneficial for you if you’re able to be
part of it, spread your charm, and dispel negative propaganda and opinions with the truth about your brand.
comment made about your Just been to @randomhotel and it claims to be a five get the crowd and conversation to
organization remains in the ether as star hotel in downtown New York, disapointed by work with you and not against you, as
dirty toilets. don’t go there! #NY # dirty the next set of example shows
a permanent testimony to misdeeds,
real or imagined, that you might (Figure 2).
not even be aware of. Every such
comment affects your reputation and The impact on all customer-facing
brand equity. Super Twiter user (5hours ago) organizations is undeniable. The
upsurge of social media adds up to a
Listening to these conversations is The best #customerexperience I have had at a restrurent digital transformation that could be
was yesterday in London, Oxford street. Anyone near
important for every part of your should check out @localrestaurant!
the biggest opportunity to harness
business – not just marketing. Social innovation since the industrial
media represents the CMO’s ultimate revolution. It is one that businesses
wish list come true: must adapt to, or else face the
• You can find out what people like possibility of extinction.
Expert Blogger (15hours ago)
about your product so you can
(Tweets source: Public domain)
Marketing activity versus
keep doing it, and express your
holistic business process
appreciation of their confidence threats posed to their businesses by Social listening, and the development
in you. ineffectual management of the social of response and insight, do not just
• You can find out what they don’t media channels as the examples in affect customer service or marketing.
like about your product, so you Figure 1 show. They require an end-to-end response
can fix what’s wrong.
from all areas of operation within
• You can find out what people Even ethical and socially responsible a business.
wish your product could do for businesses have seen their brand
them, and pass that information equity eroded and their reputations The rise of social media has broken
on to the product development tarnished as a result of online the old marketing, sales and customer
team. controversy. However, social media service model. Boundaries are being
also brings with it immense and blurred and functions are starting
You can get all that information online irreplaceable value, provided you can
now, provided you have the right
approach and tools.
Figure 1. Ineffective management of social media channels _ examples
Control has shifted
However, it is important to recognize
Users rebel against Fans campaign Retailer attacked for
first that control of the conversation against differential size-based pricing
price change
no longer lies within your pricing
A digital entertainment Sports fans were Customer campaign
organization. It has shifted to your company created a social disgusted to see that on underwear pricing
customers, individuals who: media storm by changing
its pricing policy without
their national team’s
local fans were being
contributed to a
significant share price
• Are savvy and empowered consulting customers. Its charged more to buy drop, prompting a public
stock price dropped by the shirt than those in apology and 25% price
• Place their trust in peer almost 50% other markets. They promotion
orchestrated a returns
recommendations and online campaign into stores
experts
• Want to define for themselves
how they receive messages from
your organization, in terms of
Students celebrate Going viral in ways Community protests
channel and location campaign triumph you don’t want against false reviews
• Have their own world view,
20,000 students launched Many organizations have Online retailers have
including values, ethics and a an online petition against struggled to repair their faced numerous protests
need to be respected a service provider’s
proposed policy change
images after staff have
threatened or insulted
against false product
reviews and book
customers on Twitter, rankings
blogs etc.
Given this shift of control, and
increasing individualization, all
organizations need to be aware of the
Source: Capgemini, based on data in the public domain
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3. BPM the way we see it
to merge as a result of the need to
Figure 2. Effective management of social media channels _ examples
interact flexibly with the outside
world.
As Figure 3 shows, it’s not just
Price comparison Community site for Online-only mobile marketing that can benefit from social
service for finance wine lovers phone service media: virtually every activity within
an organization can do so. Boundaries
One of the most prolific Connects wine lovers Has fewer than 20
community sites in the with wine makers. staff. Customers who between the company and the outside
UK, focused on the Community drives help each other online
power of the collective ongoing engagement receive points that can world are also becoming blurred: you
and transparency of
information. Estimated
around transactions be converted to cash or
prepay credit
can now have an army of customers
savings are over £100 supplementing the activities of your
per customer
marketing, sales and customer service
departments.
Five steps that turn social
insight into organizational
Local restaurant PC manufacturer Hardware vendor
recommendation site action
Capgemini has developed a step-
Generates over 50m Crowdsources innovation Customers answer each
visits per month, and through a customer other’s queries on an by-step guide, based on experience
20m local reviews, the
vast majority of which
community. Has
implemented hundreds
online support forum.
A single enthusiast
and best practice, to help you use
have positive ratings of the many thousands of answered almost 50,000 social insight to get ahead of your
ideas posted queries
competition. The five steps are:
Step 1 – Create a community of
Source: Capgemini, based on data in the public domain influential customers who will become
Figure 3. “Social Insight into Action” across the entire organization
Customer Service Marketing/PR
Increase Provide service before a complaint reaches you Enable user-to-user interaction on the Increase
customer Enable customers to support one another social cloud (on their terms) productivity
satisfaction Lower costs
Reduce response times and lower costs Get a powerful message across at less cost
Lower costs Enhance
Deliver consistent multi-channel experience Improve understanding of customer needs
Reduce brand
Increase agent productivity
churn reputation
Reduce customer churn
Product Development Sales
Increase Listen to your (potential) customers Generate leads and opportunities (through Increase
success inbound marketing) sales
Optimize portfolio of products and services
rate Increase ease with which you can contact
Leverage the creativity/knowledge of the crowd Extend
Lower costs prospects potential
Lower development costs, reduce time to
Reduce market and increase success rate (minimizing Transparency and instant feedback (via customer
TTM recalls) peer-to-peer reviews/recommendations) help base
increase sales
Corporate Strategy Recruitment/HR
Strengthen Bring Voice of Customer into decision making Identify what leavers/prospects are saying Increase
customer about you employee
Predict trends
focus Identify new talent loyalty
Improve MI Reporting
Improve Increase employee loyalty and satisfaction,
Competitor watch
intelligence helping to reduce recruitment costs Lower costs
/MI
Technology Strategy Risk/Compliance
Improve Promotes a single platform for CEM Improve ability to identify fraudulent activity and
CRM respond quickly Reduce
Unify multi-channel customer conversations fraudulent
(and social
media) Leverage investment in existing systems activity
return on Introduce deep analytics technology
Investment Understand business rationale for further
investment
Source: Capgemini
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