In 2006, Professor Andrew McAfee coined the term 'Enterprise 2.0' and he described it as “the use of emergent social software platforms within companies, or between companies and their partners or customers". Due to the advent of social media in the corporate world, enterprises have started to become borderless. Delighting customers by knowing who they are and what they like is a key driver for many organizations to evolve into a social enterprise.
Fortunately, it is possible to deliver exceptional customer experience by leveraging social media and I practically witnessed it during Dreamforce, 2011. After attending more than a dozen breakout sessions and demos, I had a chance to review the underlying architecture, software, services, and mobile applications which can empower businesses to become more Social, Mobile and Local. The bottom line is that technology readiness is no longer an issue. An enterprise can now connect and collaborate with their partners as well as customers in a whole new way!
During the keynote presentations, numerous examples where shared showcasing how companies are using social CRM to delight their customers. I will share some of these examples later in this post. However, to deliver a personalized social experience companies will have to bridge the gap between data and people, which is possible by building a social profile for customers. Let’s look into a high level architecture used for delivering the above experience. Read More »