Bringing the social phone to every desktop in the company

Great article from Juan Martinez over at DestinationCRM.com this week about Radian6’s new engagement console product. Here’s a bit of it:

The listening service provider recently announced its new Engagement Console, the company’s second product, and one that promises to allow users to listen to, engage with, and respond to customers in real time. The console is a desktop application built on Adobe AIR — a recursive acronym that stands for Adobe Integrated Runtime — and is designed to streamline social media monitoring. Users, according to the company, will now be able to use a single application to find content and connect with clients and colleagues.

Why is this important? Well… if you’ve already gone through a Red Chair session, you know that I put a premium on a boosting a company’s ability to respond to customer complaints/questions/requests for attention in real time. When you hear talk of “engagement,” we aren’t just talking about pushing content out to the public via social media channels. “Engagement” involves real time customer support as well. Perhaps more so than traditional marketing-based mechanisms. In fact, companies who do well in the Social Space tend to have a significantly higher ratio of customer support to marketing activity through social channels. Think about it. Zappos. Starbucks. Ford. Best Buy.

So let’s put this in perspective now:
You’re upset because your favorite cable channel isn’t working. You go online and post an angry tweet to vent your frustration to friends. A few minutes later, you receive a response from a customer service representative at your cable service provider, asking if he can assist you.

How powerful is that?

How do you think the ability to do this in real time might impact loyalty? Resolve customer service issues before they snowball into major PR problems? Not to mention the opportunity to create a richer context for specific customer interactions and customer profiling inside of your CRM environment? Yeah. Exactly: Brilliant. This is the kind of tool that actually solves a problem. That makes real time engagement by community managers, CSRs, salespeople, marketing professionals, product managers and online reputation management specialists (PR) not only possible but pain-free.
More importantly, moving forward, competing against fast, smart, engaged companies for hard-earned shares of an increasingly connected and social web savvy market, what’s the opportunity cost of NOT operating this way?

Food for thought. Definitely worth a look. To request a demo of the tool, contact Radian6 and they will hook you up with a little virtual tour. Well worth twenty minutes of your time.

Check out the full story. See the Radian6 preview video here.

Cheers,
Olivier

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