Mark Tamis explores how Enterprise 2.0 could be shifting its away from its traditional internal focus, and moving beyond looking at just the tools. With Europe leading the way.

In my opinion the discussion around Enterprise 2.0 has been too internal-facing and focused on the tools, rather than what the objectives for collaborating actually are. The market is maturing though as we see the approach evolve from innovators to early adopters. This was especially evident when looking at the agenda of the Milan edition, in contrast to the Boston edition that is still more focused on the software 'solutions' (go ahead and deploy this module and you are now a 'Social Business'... NOT!). Could it be that Europe is leading the way in its understanding of what it takes (culture, organisation, customer focus, employee engagement…)?

Social CRM and Enterprise 2.0

Although collaboration in customer driven organisations in not a new concepts (albeit still exceptional rather than a rule), Enterprise 2.0 and social CRM were meant for each other. A social CRM customer engagaement programme that has no link back into the enterprise risks becoming cloistured in whichever department that decides to pick up on it first – thus risking incoherent experiences when a customer interacts with another department for whatever reason. Enterprise 2.0 on the other hand has been about collaboration, but  sometimes it seems that it is just for Collaboration’s sake. What social CRM brings to the party is a compelling business reason, namely to collaborate for, around and with the customer to better meet desired outcomes.

Social Business as the Business Model

In my opinion the next step is the "Collaborative Enterprise", organised around understanding customer jobs and collaborating with the ecosystem (customers, employees, partners, suppliers, channels) to deliver on the desired outcomes. This is not about about implementing Web 2.0 technology to make your organisation "Social", but rather using the means available to facilitate communication and knowledge flows to get the customer job done. Furthermore, it is about organising the enterprise on its road to becoming a customer-driven, customer-focused extended company, and facilitating systemic integration to achieve this – as described by Ranjay Gulati in his excellent book “Reorganize for Resilience“.

It is not about introducing new tools to do business in roughly the same way – only more effectively and efficiently, it is about adapting our business model to become a Social Business so as to take into account changes in the business environment, most notably the advent of the Social Customer.

The Collaborative Enterprise

The "collaborative enterprise" is one such approach of adapting the business model. The basic premise is that it serves as an interaction and reference hub through which stakeholders can collaborate to match expectations with outcomes – mainly of customers, but also all other parties – by first and foremost understanding what these are and putting the mechanisms and processes in place to gather and share insights and act upon them. The idea is not only to "collaborate" with  your customers by interacting and engaging with them and thus glean actionable insights, but  also extend this by collaborating with other stakeholders to combine their understanding with yours so as to provide the desired outcomes such as a satisfactory end-to-end customer experience – presale, sale and postsale, or by shaping your new offering through collaborative innovation, etc.

I’d like to add here that your unique understanding of your customers and what their desired outcomes are, form the basis for your competitive advantage. The product you manufacture, I can build in China or wherever far cheaper than you can, the service package you offer I can copy very quickly, but the relation you have with your customers which allows you to meet their expectations – and which draws new customers to you – I cannot readily emulate.

Please leave me a comment to let me know your thoughts, I’m keen to hear them!

Mark Tamis is a social CRM, BPM and enterprise 2.0 expert. Follow Mark on Twitter at @MarkTamis and visit his blog at MarkTamis.com.