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Customer-Centricity through social media and BPM

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The growth of social media and its proliferation within the enterprise provides numerous opportunities for organizations to interact and engage with end customers. Social Media along with strong Business Process Management (BPM) focusenable opportunities to advance their customer-centricity efforts.

Here are some ways a combination of social media and BPM can promote customer-centricity in an organization:

Customer acquisition

Consider the case of a bank that is launching a new credit card for students. To reach its target audience, it can search the data base of college students with a Twitter account, and target those who fit the required profile. This is the first level of customer segmentation. Next, by examining the tweets of these students, the bank can identify those tweets about credit cards. Based on this, a process can be triggered to facilitate customer conversion, by initiating a social media campaign that sends customized information to the prospects about the credit card products. Such a campaign is much cheaper than traditional marketing campaigns and can therefore provide higher RoI.

Customer Servicing

Many users of social media, share milestones of their lives such as a new job, marriage on social media platforms. For instance, a customer of an insurance company, who has just had a new baby, shares this news on Facebook. The insurance company, who has been monitoring the social media accounts of its customers, can initiate a dialog with the customer about upgrading her insurance policies to protect the new addition to the family. A process could be triggered to enable this customer dialog and subsequent servicing of the customer's request, as applicable. At the next level, the organization can model and define business processes to factor in the relevant feedback as validated with the customer.

These are just few of the several ways that social media and BPM can be leveraged to strengthen customer acquisition, customer servicing and customer relationship management. For more details, read the article, 'Social Media and Business Process Management (BPM) enable customer-centricity.'

While social media and BPM can certainly enable customer-centricity, the long term success of an enterprise will depend on its social media monetization strategies and the agility of its internal business processes. Such an organization will be able to successfully acquire new customers, align and position its offerings in line with customer requirements, optimize its marketing strategies effectively, thereby winning that most coveted prize – a loyal customer base.???

About Author

Nischala Murthy Kaushik- Global Marketing and Thought Leadership - AWS Cloud and Blockchain, Wipro, Ltd.

Nischala Murthy Kaushik is currently Global Head of Marketing AWS Cloud and Blockchain. In her current role, she is responsible for end-to-end marketing strategy including a mix of offline and online marketing initiatives aligned to strategic business priorities. Her focus is on gaining global mind-share with customers, partners, analysts and industry community by crafting an integrated messaging to ensure one voice across all brand communications. Her charter also includes design of thought-to-finish strategic outreach programs through a differentiated influencer engagement strategy.

To her credit, she has been responsible for winning 7 global awards across her portfolios through simplification of messaging via storytelling, integrated GTM (go-to-market) strategy and creative digital, social, content marketing programs. She is a recognized expert on Thought Leadership strategy (with byline in NewsCred , Marketo ) and has developed a process for exceptional digital delivery of content across all social channels with a 100% Say : Do ratio for content initiatives. She strives to move the dot on quality of content and speed & agility of content creation through a well-defined content life cycle process which provides holistic impetus for content architecture, design and planning; and industrialization of content production through tools, templates and trainings.

In her career spanning more than a decade, she has shouldered diverse roles both in India and abroad (US/Europe) - being responsible for top-line growth, strategy, business innovation, thought leadership, marketing, customer relationship management and project execution. Nischala has done her MBA from IIM Bangalore - One of the premier B-schools in India. She is currently based in Delhi, India.

Nischala loves writing, believes in the power of words and is an avid blogger with byline in The Economic Times , The Huffingtonpost and Times of India. She was a Winner at the 2016 Rising Star Awards; a new Awards Recognition Program to highlight achievements of Top 50 female talent in India (by Barclays and WeAreTheCity) and was also featured on the Planet Earth’s Biggest List of Empowered and Inspiring Women : Made In India. Her blogs are featured among the Top Marketing Blogs in India, Directory of Top Indian Blogs and Most Widely read Indian Bloggers and Directory of Best Indian Blogs. Her claim to fame is a full-page Newspaper Interview, a TED(x) talk and being Featured in #PowerWomenAtWork – the drivers of change, 101 inspiring women aka rockstars. Lastly, she is also among the Twitterati with a mention in the Must Follow Indian Women on Twitter and 50 Indian Women to follow on Twitter

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