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Really great posting, David. Your ideas are inspirational.
It brought to mind working on telecomm accounts and their urgent need to adopt & incorporate SOE as part of their retention strategy. As we all know, everyone hates the cable guy and for good reason - his customer service support is largely MIA, ambivalent to customer needs or simply not helpful. I'm preaching to the choir now as we all know that research and data readily available points to poor customer service ultimately equals millions in revenue loss - especially when existing customers jump ship which they do often in telecomm. And social media amplifies bad feelings to turnoff potential acquisitions, and so on. However, making the recommendation and corporate executives listening/approving is another story. For example, in a previous life our team worked with client (one of the giants in the industry) to re-build the online support experience. We had great intention, brilliant strategy & the beginnings of an awesome site (& global) experience that would have made customers feel enchanted. However at the end of the day, the executives didn't see the value & pretty much wanted to default to BAU so we ended up just skimming the surface of what was really needed - pretty disappointing. Bottomline - I'd love to see more corporate executives really "get" the concept of SOE as it seems such a no-brainer.