Consumers as Key Players in Social Intelligence
Applying social intelligence to an organization takes discipline and is more than simply integrating the customer into the process. You have to make them the central and most important player in why you do what you do.
Why is it important to listen to what people have to say on social media, in their blogs or online at all?
Social Intelligence offers an unadulterated and raw view into a consumer’s mind. We all know that not everything we say online should be taken with 100% sincerity. However, if you know how to parse out the partial truths, you are given context and unlimited unbiased insights into the psyche, desires, and opinions of those you should want to know better and an understanding of how they express themselves.
Sometimes for consumer companies, things can get complicated. While adherence, understanding and listening to your customer will no doubt inform you where you are succeeding and failing, innovators need to find the grey space between the known desire and the unknown need.
Apple has made a career out of bringing their customers things they didn’t know they couldn’t live without. Famously, when asked, people said they didn’t want a portable music player that forced them to digitize their libraries, but Apple created the device that changed the way we listen to music anyway. Because while people said they didn’t want it, their actual desires said otherwise.
Social Intelligence should guide an organization at every level; from product development to branded content planning and to the way you behave in your customer service practice. It is one of the only marketing disciplines growing out of consumer need, input, and demands.
For the first time in the history of marketing technology, the evolution of a discipline is directly growing out of customer/client needs instead of the opinion of company experts and influencers. It is very much a story about “hearing” and “understanding” what people want over superficially “observing” and “listening” to what they have to say.