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The Social CIO

By Atanu Kumar Das

Added 27 May 2014

Enterprise technology decision makers are increasingly leveraging social network and technologies to foster growth in their organisations.

social cio

Social technologies are playing a major role in fostering growth among organisations and enterprise technology decision makers are leveraging social networks in numerous innovative ways. There are some key verticals like BFSI, telecom, retail and hospitality which is using social technologies to reach out to their customers. Interacting with the customers on a regular basis allows enterprises to know their requirements and this helps in coming up with offers or products that are liked by the customers.

According to Atul Nigam, CIO, Micromax India, “Social platforms like Facebook, Twitter, Linkden allows us to reach our customers and get to know what are their requirements. CIOs can play a major role in providing apt business analytics to identify a specific trend and that helps in coming up with offers/promotions which customers can relate to. Our company has seen tremendous growth in the last five to six years and for us to sustain this growth rate, we need to know our customers better and social technologies plays an integral role in identifying this.”

Enterprise technology decision makers are leveraging social technologies to provide analytical insights about consumers. This in turn is helping enterprises to be more customer-friendly and focussed in their approach.

According to Sanchit Vir Gogia, Chief Analyst and CEO, Greyhound Research, IT organizations are struggling to deal with the invasion of multiple consumer-driven social technologies inside corporate firewalls. Employees continue to use these tools — with or without IT’s knowledge and approval — to help them improve their performance and do their work more efficiently. Employee adoption is catalysing many companies in Asia Pacific to proactively use (or at least plan to use) social tools as part of their IT setup, giving users the choice to adopt new tools to improve productivity and hence improve employee satisfaction.

CIOs across verticals agree that social analytics can play a key role in enhancing customer experience.

According to KK Chaudhary, CIO, Lanco Infratech, “I vouch for social analytics and I have witnessed many of my peers helping out their marketing team in getting to know different aspects of customer behaviour. Although, we are into power and do not need to interact with our customers via social medium, but I feel there are many verticals where one needs to interact directly to the customers and social technologies helps a lot of achieving this feat. At Lanco, we use internal social tool which helps in connecting with the employees and also makes them updated with the new developments in the organisation.”

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