The Wednesday Stack: From Customer Care to Blockchain

On a very, very cold night, to Twitter headquarters a few blocks away to hear some major B2C and B2B brands discussing social care strategy — at the invitation of Sprinklr.  The panelists repeatedly emphasized that care needs to be understood as part of a holistic brand-customer relationship. Yes, it’s the CX thing again:

Footlocker (Matthew McNichol, director of social media strategy, North America):

When you talk about modern customer care from the Footlocker side, it’s about understanding a customer’s wants and needs. First and foremost, we’re about customer experience; the customer is at the center of what we do, so engaging with them and learning about them is what we need to be doing from a customer care perspective.

We’re here to serve the sneaker community, and using a tool like case management has been so beneficial to us in learning about our customers. “Sneaker Twitter” you can call it, they’re not short of opinions, and not shy of telling us their wants, needs, desires, and giving us feedback. We have a number of different teams ; we have the social team, a customer care team, and a customer experience team, and having Sprinklr case management has really improved our workflow.

Verizon (Ken Madrigal, digital and social strategy lead):

When you look at care, it’s a relationship moment, not just a fix-it moment. We interact with thousands of customers on a weekly basis. When you have that one-on-one conversation on social, and you have a connection to their profile on the CRM system, how do you marry these things to provide a personalized experience.

Dun & Bradstreet (Katelyn Brower, digital marketing manager): 

Social media was on the rise, and as we were engaging more and building relationships, more eyeballs were on our brand. They were finding us on Twitter and asking us questions — and there were good questions, bad questions, a lot of different questions.  We realized that if we were going to continue to see success from a social media standpoint, we needed to see success from a customer and prospect standpoint as well. We needed to build relationships with our followers.

The risk factor we’re dealing with is a lot higher than a consumer brand ( thinking about multi-million dollar deals here)…so that was a key factor as well.  We needed to get in front of them and solve their problems.

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Is this the sign of blockchain’s marketing tech and adtech maturity. Not only does it have its own landscape, just like the marketing tech space as a whole, but it’s now in it’s third iteration. And it’s growing at a crazy rate: from 88 to 290 since March last year.  The news, and a copy of the landscape, comes to us from the blockchain mavens at never stop marketing. Polish your reading glasses (or check out a sharper version here):

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