Create an action plan

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“ Our marketing and corporate communications department has started with social media and they have jointly performed the social readiness scan. The outcome is that we are a 'Social Junior', because we have already centrally arranged some social activities in the organization, such as monitoring conversations online, but we still do not interact with customers in a targeted manner to improve our service ”. Thomas

3. Determine social vision and social objectives
The vision on social flows from the identified opportunities, the social readiness level and the company objectives. The condition for success is that the social vision and social objectives – innovation, branding, sales etc. – are set up together with top management to create involvement from above.

“ We want to be the most accessible and service-oriented insurer for all our customers and advisors. Service innovation and retention of existing customers are the most important social objectives to realize our vision ”. Thomas


It then starts with redefining the identity, because if you want to be customer-oriented, you have to be customer-oriented. Determine what the corporate culture is and to what extent it is customer-oriented, transparent and authentic. For example, having a Facebook page does not mean that an organization is customer-oriented. usa phone data Define the 'gap' between the current identity and the desired identity of the organization to realize the social vision. Create a targeted social action plan to gradually close this gap.

“ Yes, we always saw the advisor as a customer. Two years ago, an end customer suddenly showed up at our head office, we just didn’t know what to do. Our culture is very focused on product and process innovation, people-oriented thinking and doing is still quite far away from us .” Thomas

5. Assemble a social SWAT team
Create a central Social SWAT team (hub-and-spoke model) that is responsible for getting 'customer-centric thinking and doing' into the DNA of the entire organization. It is a multidisciplinary team that works across organizational departments to execute the action plan. Social affects the entire organization. They make policy, optimize the required processes and systems, provide training and give presentations on social best practices.

“ We recently set up a Social SWAT team and made them all responsible for communicating the social vision and objectives and creating internal ambassadors. It is a really enthusiastic, energetic team that is convinced of our vision and understands exactly what role social media can play in our company .” Thomas

6. Experiment with projects right away.