What Drove KLM to become a Social Business
On April 14, 2010, Iceland’s Eyjafjallajökull volcano erupted, spewing ash into the skies and triggering the biggest disruption in European air traffic since World War II.
Sources: “KLM’s Social Media Strategy – Part 1” (Meanwhile at KLM, July 25, 2012),“KLM’s 150 Social Media Customer Service Agents Generate $25M in Annual Revenue” (VentureBeat, May 21, 2015)
Social Business is a Step Toward Live Business
Live Businesses – able to coordinate multiple functions so they can respond to and even anticipate customer demand at any moment. Social business is an important step toward that goal.
Four Ways to Create a Live Social Business
Use Social Metaphors in Processes
Offering customers the ability to “like” things in your catalog or see collaborative filtering should be part of your customer-facing processes.
Embed Social Deep into Operations
Social data should be integrated with enterprise resource planning, business process management, procurement, order fulfillment, and workforce analytics systems so that social becomes a part of how people do their everyday jobs. That increases speed, efficacy, and collaboration.
Be the Next Uber
Social gives you a direct connection to and understanding of customers, employees, and partners that you could never have had before. Exploit it to create powerful new digital business models.
Get Senior Executives Involved
When adoption of its social collaboration technologies plateaued a year after the initial rollout, Bayer MaterialScience (now called Covestro) implemented a reverse-mentoring program that pairs social media-savvy employees with senior executives.
To learn more about how to integrate social into your business operations, read the in-depth report In a Live Business: Social Gets Its MBA.