Today at Customer Engagement World in New York, Jana Kanyadan, CIO of Mohawk Industries, spoke about how they use social insights to engage customers. Mohawk, now with 32,100 employees, makes flooring and was founded in 1878 in New York. Jana started out showing a typical customer journey – today 92% start with a Google search. Almost half of consumers choose a flooring product without ever physically touching it first.
For a Mohawk customer, they will engage many times throughout their lifetime – flooring is not a purchase-once activity. Mohawk uses real-time customer insight plus end-to-end process execution to grow profitable customers.
They have 3 key audiences and all of these people need to have a common experience:
- End Consumers – Mohawk provides a personalized content through insights. They spend a lot of time understanding social analytics and analyzing engagement. They also provide customer communities. Jana talked about how they sold a rug in 20 minutes starting with one customer tweeting about needing a new rug. The social engagement team responded with a recommendation and got the consumer to go to the website to purchase.
- Channel Partners – here they provide enhanced intimacy across all channels. Partners have self service and automation. Mobile is used everywhere. They also implemented closed loop lead management for their partners. Just like consumers, Mohawk offers partner communities where partners can collaborate with other commercial partners.
- Sales & Store Managers – Mohawk changed CRM 180 degrees. The old CRM required sales people to do a lot of work. Now they send information to the salespeople. They receive a lot about their customers and competition. The sales people receive a lot of analytics about what customers are talking about through social media. Sales and stores have a seamless experience with the other audiences.
Mohawk started with traditional CRM many years ago and realized that it was not making sales people effective. CRM for Mohawk has been evolving into something that starts with analytics and provides consumable information to the sales people rather than requiring sales people to fill in data for Mohawk. About 8 months ago Mohawk started on the path to alter the idea of CRM to the analytics-driven platform described above.
Some challenges Jana identified include:
- Executing tactics to achieve vision – there are a lot of moving parts that need to be integrated and a break down anywhere can be a major inhibitor
- Making tools easy enough to use so they can take advantage of the capabilities
[pardot-form id=”33898″ title=”MSFT: White Paper BLOG form: 10 Content Strategy Steps to Drive an Effective Personalized Digital Experience”]
