To implement social business in an organization, your organization can adopt:
- Social customer relationship management (CRM)
- Social business process management (BPM)
- Social content management.
Social customer relationship management (CRM)
Social CRM is a business strategy that is realized through social media platforms, such as IBM Connections, whereby the organization engages with customers and partners. This engagement model can result in the following:
- Utilizing customer feedback to create or improve products and services.
- Allowing customers to self-service by collaborating with other customers on the platform.
- Listening, analyzing, and responding to customer sentiment on public social networks. This allows for a two way conversation with the customer and the ability to respond rapidly.
- Satisfied customers become advocates for the organization on public and private social media platforms.
All of the above give rise to a much deeper and more meaningful relationship with customers and partners. This is not the case with traditional CRM systems. There is considerable interest in adding social capabilities to these CRM systems (In this section the focus will be on the integration of IBM Connection with these traditional CRM systems):
The motivation behind these integration efforts is to exploit the strengths of both types of systems to achieve the benefits of Social CRM.
Social business process management (BPM)
Social BPM is a methodology that aims for continuous process improvement by utilizing Web 2.0 and social technologies. Business processes are transparent and that if the BPM designers and the end users of these processes can collaborate, optimal business processes will be the result. Improved business processes can have a positive effect on the efficiency of the organization. If these business processes touch on the customer, then improved customer satisfaction will be the outcome.
Unstructured business processes (case management) can also benefit greatly from social collaboration platform by allowing subject matter experts to more easily share information and business context.
IBM has provided integration between IBM Business Process Manager and IBM Connections. More information can be found here:
Social content management
Social content management involves the goal of eliminating information silos within an organization. These information silos have the following disadvantages:
- Information is difficult to find. Solving problems based on this information take longer. Solutions to these problems might not be consistent.
- Information and the effort to create it is duplicated.
- Only certain people have access to information. If they leave, this information may never be discovered.
Using the capabilities (sharing, liking, user download statistics, tagging, commenting) around content in social platform help to eliminate the disadvantages above with benefits to the organization's employees, customers and partners. In addition, these social document capabilities make the content itself richer, further advantaging all users (network effects).