Customer Engagement Summit - Redwood City 2016 conducted by Bill Lee, author of a HBR Book - "Tapping into the hidden wealth of customers"

1. “Growing Communities for Co-Creation”:
How Employees and Customers/Users
Collaborate To Increase Adoption and Retention
Dheeraj Prasad
Sr VP – Global Talent
MetricStream
@dheeraj_prasad
https://in.linkedin.com/in/dheerajprasad

2. Markets are conversations!
Networked markets are beginning to self-organize faster than
the companies that have traditionally served them. Thanks to
the web, markets are becoming better informed, smarter, and
more demanding of qualities missing from most business
organizations.

3. 95 Predictions from the Cluetrain Manifesto
1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human. They are conducted in a human voice. 4. Whether
delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice
is typically open, natural, uncontrived. 5. People recognize each other as such from the sound of this voice.
6. The Internet is enabling conversations among human beings that were simply not possible in the era of
mass media. 7. Hyperlinks subvert hierarchy. 8. In both internetworked markets and
among intranet worked employees, people are speaking to each other in a powerful new way. 9. These
networked conversations are enabling powerful new forms of social organization and knowledge exchange
to emerge. 10. As a result, markets are getting smarter, more informed, more organized. Participation in a
networked market changes people fundamentally. 11. People in networked markets have figured out that
they get far better information and support from one another than from vendors. So much for corporate
rhetoric about adding value to commoditized products. 12. There are no secrets. The networked
market knows more than companies do about their own products.
And whether the news is good or bad, they tell everyone. 13. What's happening to markets is also
happening among employees. A metaphysical construct called "The Company" is the only thing standing
between the two. 14. Corporations do not speak in the same voice as these new networked conversations. To
their intended online audiences, companies sound hollow, flat, literally inhuman. 15. Companies need to
come down from their Ivory Towers and talk to the people with whom they hope to create relationships. 16.
The community of discourse is the market.

4. Edelman surveyed 33,000 consumers in 27 countries
and found that 52% of the international public
consider employees either extremely credible or very
credible. The research further revealed that
“employees are considered the most trusted
source across most clusters of trust attributes”
and that the general public wants to hear directly
from employees as “ambassadors for the
company.”
The potential…

5. Your employees come first.
Without their involvement
your Marketing
department will never be
able to engage customers
Clients know the products
much better than the
companies that produce
them
Customer service is the
new marketing
Knowledge is generated
and transformed in
conversations among
employees and clients

6. How one of the Largest US Banks Increased
Social Reach by Over 2000%

7. The outside in & inside out collaboration
Source: Harvard Business Review

8.  Are executive teams actively using social to build
their personal brands? Your organization can’t ask
for employee support if leaders are vacant from
social initiatives.
 Does your organization have social media policies
and compliance workflows in place? Engaging a
workforce means giving up some control. This risk
needs to be mitigated with proper training and
formalized expectations of employee use of social
media.
 Does your organization have clarity on the purpose
of engaging employees with customers/users in a
community?
Checklist to start on this journey…

9. Suitability checklist for mass collaboration
Less suitable More suitable
Deep analysis Broad observation
Influenced Independent
Conflicting information Complementary information
Controlled information Open information
Intermediated Direct
Recognized expertise Collective wisdom
Ascertain facts Ascertain perceptions
Consensus Diversity
Improvement Innovation
Activity
Activity
Information
Information
Members
Members
Goal
Goal
Goal
Source: The Social Organization

10. Roadmap
Define the purpose
Align the work flows to make
daily collaboration in the journey simple & safe
Steer along the way and adapt

12. Develop work flows that makes
daily collaboration simple
Bringing Together GRC Professionals and MetricStream Users to Engage, Connect and Succeed

13. Industry Best Practices
A $2.4B global semi conductor
design company used social media
to link its 500 design engineers
with customers for whom they
design custom chips. It led to a
25% increase in productivity,
higher quality designs and
customer satisfaction.
An analytics company that created
the industry standard FICO credit
score was developed by a
community of customers in their
myFICO forums to share
techniques to improve scores.
CEMEX, initiated a program called
SHIFT that used social media to
create a community around each of
their strategic initiatives.

14. Summary
Vision
1. Understand when community collaboration is appropriate.
2. Know where community is more likely to deliver value.
3. Apply an understanding of your organization’s goals and culture.
4. Craft an organization vision for community collaboration.
Purpose Roadmap
1. Identify the target community and its players.
2. Evaluate benefits and ROI.
3. Help identify appropriate behaviors for the community.
Adapt
1. Make the organization safe for community collaboration.
2. Build links between the community and organization processes.
3. Reward the business value that champions drive in the community.