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Social Business Software (SBS) That’s More About Doing Business Than Being Social

Brad: Social business software seems like a lot of hype to me. What am I missing? Gary: Get with the program, Brad! Social sites like YouTube, Facebook and Twitter have put consumers in charge. Either you join in on the conversation or it will go on without you and you may not like what’s said. Your brand could be just one video, post or tweet away from severe damage. Brad: Pretty dramatic, Gary! I get that these social sites have amplified the voice of the consumer, and that the voice of the customer is important to understand, but consumers are only concerned about the impact to them without regard to my business sustainability. I’d also want to get staff, partners and other stakeholders into this “conversation.” Brad: Besides, Gary, to me it makes more sense to first bolster our existing support systems to go after root issues causing dissatisfaction, like making it faster and easier to identify deficiencies in our products and services and improving the consistency and quality of our support before and after the sale. Opening up more access points to an inadequate support infrastructure does not make a lot of sense. Sue: I hear what you’re saying, Brad, but I think you’re asking for something that doesn’t exist. The vendors providing customer care are beginning to allow support staff to more openly engage with customers, and the enterprise 2.0 vendors seem to be more inward focused with staff, but I am not aware of one hybrid solution that meets both needs. I also don’t see how a single system would be able to support all stakeholders. You know, not all content and conversations are meant to be shared with everyone. Brad: So we’re left with buying multiple systems, eventually trying to bring them together to stop the knowledge extracted from conversations and content from being siloed? I thought that this Web 2.0 thing was about unencumbered collaboration without walls? Abby: Hey guys, you’re right. Other vendors have focused on either engaging customers or engaging staff and somehow trying to eventually cobble these systems together. It is very difficult, if not impossible. True synergy will only come from collaboration that includes the many perspectives of all your stakeholders. That’s why my company (Fuzedigital) built the Fuze Suite from the ground up to provide robust, multi-channel self-service and assisted-service support to all stakeholders, while also including the vital Web 2.0 social components required to facilitate and motivate sustainable yet selective stakeholder engagement. In fact, we’ve been helping some of the most demanding, internationally known brands since 2002. Brad: Very interesting, Abby. Where can I learn more? Abby: Our Web site has tons of good information that answers real questions rather than just including lots of marketing speak. Check us out at

Modular functionality provided includes: Knowledge Base; Case, Contact and Feedback Management; 2-way secure communications, Reputation Engine, Chat and Online Communities. One system, so many potential benefits with an ROI often achieved within 6 months. Customer care is just the beginning.

At FuzeDigital, we’re talking business – your business, and how the Fuze Suite can make it more profitable – but we’re not all talk.


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