Social media can increase the value of CX by enriching the content, quality, and speed of insights delivered. However, before getting involved in social media activities, CX professionals must have the right intentions.
Specifically, they must....
- Have the intent to deliver insights that help the organization overcome a business challenge. Social media can be viewed as one of those "shiny objects." While it can deliver many benefits, it's important to assess what value CX hopes to achieve through it's involvement with social media.
- The intent to maximize the use of available customer information - including social and other streams. Customer experience professionals must define customer intelligence in broader terms than sentiment and perception. While sentiment and perception are important, understanding customer behaviors is equally important. As CX professionals evaluate whether or not to engage in social media activities, they must also consider if there are other sources of customer intelligence that are equally, or more important than social.
- The intent to leverage text analytic models. Social media data is typically unstructured. CX professionals cannot rely on manual interpretations of social discussions. They must leverage more sophisticated techniques, such as text analytics, to synthesize unstructured data.
There are many ways Customer Experience professionals can leverage social media to deliver results to the organization if they have the right intentions. What intentions do you think are important?