In my last post I talked about concept, and reality, of operationalized research and how it's changing the EFM marketplace. But I was a bit disjointed in my presentation. So, I thought a little clarification was in order.
The key concept: The more rapidly an insight can be discovered and acted upon, the more valuable the discovery/actioneering mechanism is. My contention is that EFM tools that automate insight discovery and action processes are more "valuable" to a business than those that require manual intervention in insight discovery or insight action-eering.
I closed the post with the statement: "By applying operationalized research capabilities to social media based feedback, businesses will be able to accelerate their understanding of prospects, customers and markets". My thought was that speed of insight discovery and action-eering is even more important when the feedback source is a social media channel.
As many of my customers can attest, I've been very exited about QuestBack's new ability to implement it's Ask & Act process on Facebook based feedback (More info on QuestBack Social Insight). Businesses that use QuestBack to implement "Act" processes on Facebook feedback can designate staff to receive "rules" based insights using QuestBack surveys running inside Facebook via a Facebook application. Those people can then immediately act on those insights with actions taken being delivered via Facebook messaging or e-mail. The words "research" and "operational" are not typically used in conjunction. They in fact connote different processes. But, QuestBack, and to be fair, a few other EFM vendors have succeeded in developing solutions that allow research to be "operationalized" using social media. Businesses or membership organizations with Facebook strategies could benefit from deploying this kind of solution, as it will help them utilize staff more effectively, respond more rapidly to issues and opportunities in their markets and promote their responsiveness to customers.
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