Mark Polly, a Direct at Perficient, recently wrote a blog post on attending a speaking engagement pertaining to utilizing social insights when engaging customers while at Customer Engagement World in New York this week. The CIO of Mohawk industries spoke about their process of engaging customers and how they use real-time customer insight and end-to-end process execution to grow their client base.
She identified 3 key audiences that need to have a common experience:
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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.
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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.
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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.
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