Why do social tools matter in external customer communications? Because, as Andy McAfee says in this interview, “we can hear with much greater fidelity, the voice of the customer”. Right on.
As someone always interested in the customer view of quality, I have worked with surveys for years, discerning trends in quantitative survey results. We always knew whether we were getting ‘better’ or ‘worse’. Did that 3.8 score from last month grow to 3.9, or did it perhaps decline to 3.6? We knew exactly. But did we know what to do in order to improve the score? Not very clearly from simple, numeric scores.
That’s where social tools enable a much richer interaction offering technical details of customer configurations and usage patterns, preferences, new requirements, and reasons for them. One way to engage with us via social tools is to join the IBM Collaboration Solutions Community on Lotus Greenhouse. We have a range of Facebook pages, Twitter handles, blogs and other social tool engagement, but the Community is the most powerful social connection in my opinion, because it lets you interact directly with our engineers and with fellow administrators or users in other enterprises to discuss common interests, share documents and more. Social tools have a central place in engaging your customer base, because the fidelity of the customer’s voice is so much better in those tools than in old school blind surveys.