Chapter three of Delivering Effective Social Customer Service talks about the ecosystem for social customer service. It is important to have a broad ecosystem that includes more than just social networking sites. An ecosystem causes people to think in a broad sense. Carolyn Blunt and Martin Hill-Wilson talk about the benefits of visualizing an ecosystem. It provides companies with an easier way to determine demand for customer service.
Blunt and Hill-Wilson discuss a way to visualize this ecosystem. Social listening is at the center, while corporate blogs, peer support and ecommerce reviews are the next level. The third outermost level includes social networking sites. Finally, the final level includes self-help forums, online communities, expert sites, review sites and personal blogs. The levels closer to social listening have a stronger influencing ability than the levels closer to the outside of the ecosystem.
Blunt and Hill-Wilson also stress the importance of a customer community as part of the social customer strategy. It is a way to build integration and interaction. Self-help forums are one way to help create a customer community. A customer can search the forum and see if another customer has experienced the same problem. If so, other customers may have provided feedback on how to solve the problem. In addition, the company can also assist the customer. It can be quicker to figure out the solution to a problem by searching the forum than sending an email to the company.
I believe it is important to have a visualization of an ecosystem. It shows how some sources can influence others easily, while it is harder for other sources to influence people. I agree with the idea of including more than just social networking sites in the ecosystem. Social networking sites do not have the strongest ability to influence others, which surprised me. By including more sources, there are more opinions and more talk about your company, which is better than no talk.
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