- lay out changes in the global customers access to information
- how Google is flattening access to social vs traditional web content
- how they expect marketing to get out of the way and become facilitators and brokers of expert information
- how new customers in emerging markets expect global competency but local relevancy when it comes to innovation
- why the revered Value Chain that we've been optimizing for over the last 2 decades has created walls that prevents fluid collaboration
- how Collaborative enterprises foster trusted relevant engagement mediums and bring more elastic and cost effective relationship models that can outlast individual transactions.
E20Forum plenary conference Sameer Patel from International Forum E20 on Vimeo.
I've always said that this wall between customer interaction and service, and internal collaboration is largely artificial. Though if you've read this blog before, you know I'm the last one to suggest we rush to blindly institute social across the organization and barf on all things process. That simply doesn't reflect the reality and problem sets that we seen on the ground in our consulting work with larger organizations. That said, there's a mature, performance centric discussion that needs to happen where organizations can understand the relevancy of this shift in the customers access to information (regardless of whether they actively partake in social network activity) to your business, and evaluate how your internal processes are wired to deal with changing competitive dynamics in your business. Surgical and decisive. Not spray and pray.
Comments welcome, as always.
Slides here: