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London, England. 21 July

While many enterprises have been quick to react to changing market conditions forced upon them through advances in social media and a more collaborative way of working, they need to tread carefully and make sure they have solid strategies in place for both social collaboration and social CRM within the business.

That’s the view of Paul Maddison, Business Development Manager at Siemens Enterprise Communications, who spoke exclusively on video camera to Enterprise Communications during its recent ‘Executive Interview Series’.

Designed to create awareness of the latest developments within the enterprise communications space, this series of one-on-one video interviews drew business leaders together for a day to discuss how firms should be harnessing social CRM and social collaboration to deliver real business benefits.

According to Maddison, there are real risks surrounding loss of credibility and potential loss of customers for companies who get it wrong.

Even so, he believes that for those looking to deliver new social models of interacting with customers and working with them as collaborative partners, the advantages outweigh any risk.

This is because he feels that today’s social customer wants to connect, share and collaborate with businesses in many different ways to enhance their overall experience – something he says marks a real cultural shift.

“What it is, is it’s more of a change in the way that people interact with businesses and it’s a cultural change within society of the way people expect to be able to interact with businesses,” he explains. “So we did a report recently with the Yankee Group and we found that 80% of respondents to this survey said that they expected businesses to be able to interact with them on social platforms. So really businesses need to be able to speak this new language.”

Of course, change is also taking place within the enterprise and Maddison expects social collaboration to make further inroads within this space as more and more of us use it to good effect to break down silos that have become apparent within businesses over the years through things like mergers and acquisitions and the addition of various types of technology.

Once firms take the plunge and get more and more staff involved in programmes, Maddison says they will reap the rewards.

The ‘Executive Interview Series’ forms just one part of the Enterprise Communications portfolio which was created to help those within the industry learn about the latest communications products and solutions for enterprises. It also helps them engage more easily with existing and potential clients, creating awareness for what they do.

To find out what else Paul Maddison had to say and watch his two exclusive video interviews, go to: Video Interviews With Paul Maddison

For further information please contact Lisa-Marie Carter on:

Tel: +44 (0)117 355 9733

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