What Will Be In GROUNDSWELL HEROES
by Josh Bernoff
For several months now we've been researching "Harnessing the GroundswellGroundswell HEROes", the followup book to Groundswell. The focus is on both empowered customers (think "United Breaks Guitars") and empowered employees. In both cases, the empowerment comes from the pervasive social, mobile, video-enabled, cloud-propelled technology available to them.
A funny thing happened during the research, though. We found that all the employee examples were in marketing, sales, and customer support. Why? Because those customer-facing departments have both the budgets and the desire to connect with customers using the new technologies. And they are moving forward, in most cases without much involvement from their own IT departments.
In fact, it's the urgency created by empowered customers that's driving the employees to build their own solutions. So we came to this principle:
If you want to succeed with empowered customers, you must empower your employees to solve their problems.
Whether it's Zappos, Best Buy, or Intuit, staff are building solutions to help their customers, and not just in customer service. THAT is what the new book is about. (It's a relief to have figured this out, believe me.)
Based on this, here's a revised table of contents. Look for the book next year from Harvard Business Press.
HARNESSING THE GROUNDSWELL: Empower your employees to solve customer problems
GROUNDSWELL HEROES: Harnessing the Power Shift in your Workplace and Marketplace
by Josh Bernoff and Ted Schadler
PART I: THE TREND
Chapter 1. Empowered people and what to do about them. How customers got so much power. Four forces: mobile, video, cloud, social. Empowering staff to solve customer problems.
PART II: YOUR CUSTOMERS
Chapter 2. Customer heroes. A new metric on the value of your customers. Customer word of mouth and media.
Chapter 3. Reimagining customer service. Customer voice. Service is now marketing. Social CRM.
Chapter 4. The mobile imperative. Pervasive information empowers customers. Using mobile information to create loyalty.
Chapter 5. Mobilizing fans. Amplifying promoters and blunting detractors. Efficient ways to enable fan voices.
PART III: YOUR PEOPLE
Chapter 6. Employee heroes. What empowered staff can do. Technology projects -- matching effort to results.
Chapter 7. Is your organization ready? Measuring employee empowerment. Do your staff feel they have permission? Are they ready to solve customer problems?
Chapter 8. Helping people work together. Collaboration and innovation tools. Social technology for the enterprise.
Chapter 9. Leadership for constant innovation. What management can do to encourage innovation and empower employees.
PART IV: YOUR TECHNOLOGY
Chapter 10. How IT can empower your people. How to say yes. Select, scale, and socialize.
Chapter 11. Empowering people safely. When to say no. Empowering people while managing risk.
PART V: YOUR FUTURE
Chapter 12. The future of the groundswell.
Now all we have to do is write it. Look for case studies and lots of data in the coming posts.
Note (12/21): We changed the title around the concept of HEROes (highly empowered and resourceful operatives).