Customer Service Engagement Is The New Marketing

Every piece of technology evolves. Somewhere along the way, technology has changed us, too: how we communicate, share information and ideas, and define ourselves. Social media is no different

- Bernard Solomon

Social media has developed into a mainstream communications channel, which has given rise to today’s empowered consumer. The business to consumer paradigm has forever shifted and it has massive implications across the enterprise.

Today, it’s important to watch how consumer behaviour shifts as platforms change and social media usage grows - thanks to mobile’s proliferation via the ubiquitous smartphone. Our social communities have become part of our identities, serving as powerful broadcasting platforms and providing a window into our wants, desires, likes and dislikes. Historically, it was marketing that first embraced social media: experimenting, learning and reaping benefits over the past decade. In most cases, social still resides within the marketing department. But we are seeing this evolve, with a transition to service.

The industry is seeing a turning point where the social media reins will transition from a primary marketing function to a customer service play. This is happening across verticals, even among institution of higherlearnings. This includes private education institute, SC College, an Oracle Social Cloud customer.

SC College recently turned to the Oracle Social Cloud, a Social Relationship Management (SRM) business solution to discover, analyse and respond across paid, owned and earned social channels and measure the impact of data-driven campaigns. ST Loh, Chief Executive, SC College says: “Oracle Social Cloud helps us in our endeavours to provide highquality accounting and business education opportunities. With Oracle, we are now able to monitor the effectiveness of digital and social marketing campaigns and enable strategic planning.”