It’s real people and real communications

This past week I spoke at the Sydney session of the International Customer Service Professionals (ICSP) on the topic of How can Social Media benefit our business? along with several other well known professionals (@carolskyring, @jasonealey , @CatrionaPollard).

It is always interesting to see how business people – whose real jobs are something completely unrelated to technology and social computing – are grappling with the digital revolution.

There is a dawning realisation by these business people that something different is happening. That old ways of marketing are shifting. That new modes of communication and conversation are evolving. And they are questioning.

The questions are to be expected. What is it? How do I do it? What needs to change in my organisation to make this happen?

Answers to these questions are both deceptively simple and fiendishly complex.

The real challenge lies with the simple fact that now there is no avoiding interaction with real people. It also means that all of the assumptions that we’ve made about our customers for so many decades might just be wrong (or they might be right – who knows?).

The one sure thing with this digital revolution is that our businesses are now marketing to audience of one. And that this audience has the ability to talk back to us in no uncertain terms.

A new challenge for business in the age of digital revolution is dealing with real people and undertaking real communication with them. No more set and forget above and below the line marketing campaigns. Now we might just have to think about it a bit more than we’ve been used to.

Author: Kate Carruthers

Kate Carruthers is Chief Data & Insights Officer for UNSW Sydney, and is also an Adjunct Senior Lecturer in the School of Computer Science & Engineering. She is certified in information security and is currently undertaking postgraduate studies terrorism and security. Kate has extensive experience in senior roles in ICT, marketing, data and digital; and is a member of the NSW Government’s Data Analytics Centre Advisory Board. Kate is currently working at the intersection of data analytics, AI, ML, privacy, cyber security, and data protection.