Naumi Haque / Jul. 9 2010 /
The customer is not in control
Naumi Haque has more than a decade of experience in the research and advisory industry. Naumi has been at the forefront of customer experience management, recently arguing that enterprises need an integrated customer experience strategy to meet customer expectations. He has conducted research and provided thought leadership on a wide variety of topics related to emerging technology and business innovation, including: social media strategy, customer experience, next generation marketing, enterprise collaboration, open innovation, digital identity, new sources of enterprise data, and disruptive web-enabled business models. He received his MBA and his Honors in Business Administration from the University of Western Ontario’s Richard Ivey School of Business.
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Well done on your YouTube debut, Naumi.
The notion that the customer is “in charge” can work in some circumstances (e.g. the t-shirt company, Threadless, comes to mind) but I would agree that is the exception to the rule. When it comes to innovation and product development, customer feedback can be helpful but I doubt many customers would imagine truly new ideas (e.g. the old observation that most customers in c. 1900 would have asked for a faster horse rather than a car).
I completely agree that without the coupling of traditional CRM profile and the social identity we are missing most of the value. Yet based on my experience brands are not (yet) ready to fully take this step.
Great video. What a breath of fresh air. The Chris Brogan’s of the world got us all excited about social media but the fluff and the party is over.
It’s about execution now and you are so right. 90% of the guru’s are all about learning and exploring the new technologies. OK, that’s new media 101. Now what.
I love what you said. Finally the conversation is going to reality – it’s about execution and delivery and so so important – INTEGRATION.
I talk around the country and start my talks with this statement – “95% of Social Media Initiatives Fail.”
Note – social technology is where I live and make my money so it’s hard for me to say that. It’s really all about the 5% who are first starting with creating – many times, for the first time – their compelling brand story, then aligning business goals with the new communication (new media) goals, then integrating all data points and breaking the silos of contact data internally, and then executing.
I’m going to start following you now. Thanks.
Thanks Mark – I appreciate the comments. Personally I’m going to make integration the focus of my research in 2011, so hopefully we can have some more conversations about this.
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