• Have the full picture when engaging with customers on support cases and sales
• Identify sales opportunities based on customer requests
• Improve engineering and R&D initiatives, based on real-time customer feedback
According to a survey we conducted earlier this year, 65 percent of respondents noted that they do not combine social data with enterprise content, or aren’t sure if this is happening. Is this surprising? Yes, on the one hand, considering that many companies are tracking customer feedback via social channels. On the other hand, it is not surprising that the information being “listened to” to is not being integrated with other enterprise content in real time—this requires, after all, the new information integration paradigm—virtual information integrations—and so is at an early stage of adoption.
If you’re not integrating the information available in social streams in conjunction with internal customer resources currently in place, you may not have the full picture—which can result in poor customer experiences, loss of revenue and missed opportunities. It’s time to embrace a new way to integrate information—without moving data, and without integrating systems.
Are you a leader who is integrating social and enterprise content?