Why did I curate this article? Because the foundation for an effective story is providing context. But what do we mean by that, especially when we are using biz stories to influence sales, build relationships, and grow loyal customers?
This article by R Ray Wang digs deeper into context from a marketing perspective that will definitely make you smarter about how to craft your stories to connect to your audiences. My friend and colleague Jan Gordon scooped this first and wrote the following review. Happy reading!
Review written by fellow curator Jan L. Gordon:
Here are the highlights of this article:
The Real-Time is Filled with Flaws
The hype around big data, social media, and mobility has many folks imagining the real-time enterprise in the future of work, next generation customer experiences, matrix commerce, or the data to decisions journey.
While real-time theoretically leads to quicker information and faster response times, t.he reality requires closer examination for three reasons:
Here is a brief overview:
1. Customers ad employees only want engagement aligned with self interest
**Relevancy of information is required for customers and employees to respond
**Real-time interactions quickly evolve into noise.
2. No human can truly handle the volume and flow of real-time interactions.
3. Real time is not fast enough - Reaction does not lead to a better customer experience or employee interaction
Delivering context is the secret to right time success
Context provides the key ingredient in improving outcome
Why? Context provides the relevancy required for not only anticipation, but also prediction
The Bottom line: Start with Seven Dimensions of Context Drivers:
"In the design of an engagement strategy, success will require organizations to factor the seven dimensions of context drivers."
relationships, time, location, business process, role, sentiment, intent
Selected by Jan Gordon covering "Curation, Social Business and Beyond"
Read full article here: [http://bit.ly/NUBqKC]