How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands

3. Don’t Be Creepy: The Right Way to Use Social to Listen to Your Customers and Engage Your Organization

Sara Del Grande, Senior Manager, Customer Interaction Network, Cisco

“What do we know about social media? Can social media tell us about customer sentiment toward Services? Could we replace customer satisfaction (surveys) with customer sentiment in social media as a KPI?”

We were in the midst of our annual customer satisfaction target setting process when the SVP of Technical Services issued this challenge. Three-plus years, a few bumps, and numerous iterations and expansions later, we have a robust Social Sentiment program in place that drives insight and action for the Cisco Services organization. We have yet to retire customer satisfaction ...