Since I first joined this industry some 5 years ago, I’ve always heard stories of CEOs calling into their company’s 1-800 customer service line or spending a few hours at their call center to gain a fuller appreciation of just how bad, or good, their CRM really is. It’s typically a great strategy, and unfortunately usually a wakeup call.
But as George Colony, founder of Forrester Research, remits in this post, Web 2.0 and social media tools, and in my opinion, just about all pieces of IT technology, can’t be fully appreciated until you get your hands on it.
In a few years, Twitter might have been a flash-in-the-pan and a passed phenomenon, but for now it’s real. The same can be said of certain social networking sites. But in the meantime, there’s a lot to be said for a C-level executive that’s gaining a fuller understanding of the needs of customer interaction mediums within the context of his or hers’ business.
C-level executives set the tone for an organization, which is one reason why it’s so important they walk the walk and just don’t talk the talk. In many ways, Web 2.0 and social media flies in the face of what many executives preach about controlling and “owning” the business. For that reason, executives need to appreciate and be informed adopters of new approaches to business processes. For those that don’t get their hands on these social tools, they could be shorting themselves, and their business, out of a valuable asset that could benefit the company in the long run.