Avaya is one of the world’s leaders in business collaboration and communication solutions which contributes unified communications, real-time video collaboration, contact center, networking and related services to companies of all sizes worldwide.1995, the company that would become Avaya was part of another called Lucent Technologies. In 2000, those employees decided to off shoot this business and focus their energies on communications solutions for business customers. Since 2001, the company has sold and acquired many companies, including: VPNet Technologies, Inc., VISTA Information Technologies Inc., RouteScience, Tenovis, Spectel, NimCat Networks, Traverse Networks, Ubiquity Software Corporation, Agile Software NZ Limited, Konftel, Sipera, Aurix and Rad vision. Avaya concentrated more on digital media. Lets see how Avaya used Twitter which helped them in generating a $2,50,000 sale in just 13 days by actively following to Twitter tweets.
Avaya Business Objectives :
Avaya is following a practical yet inflexible process. And this process is entrenched in a significant belief. That is the key to making social media tools literally source sales is witnessing the opportunity itself in a strange approach. Twitter is a new tool. But it’s not a revolution. Twitter is here to aid us do what we’ve always been demanded to do: Translate evolving customer needs by finding, nurturing and conquer the requirement.Hence, Avaya is using Twitter to discover conversations that are worth having. Converse in a manner that generate questions that they can answer about their products/services . Align discussions with conventional lead management processes.
In other words, they’re investigating if Twitter is a chance to grab at prospects’ attention (advertise) Or as a advanced channel to drive concession through. They’re thinking differently about the opportunity social media offer and so far it’s working. Let’s swiftly investigate how this is true. And how you can immediately apply the idea.
Avaya Twitter Strategy :
“shoretel or Avaya? Time for a new phone system very soon,” the Tweet says.
“In a shorter duration maybe 15 minutes, they had seen it and evaluate what the heck to say to this guy,” Dunay said.
“I wrote back, ‘We have some highly trained techs who can help you understand your needs best and help you make an unbiased decision. Give me a call.’”
Dunay introduced the gentleman to a business partner, and 13 days later, they closed a $250,000 sale.
At the same time, the unique customer’s follow-up Tweet passed out: “we have picked Avaya as our new phone system. Delighted by the technology and benefits.”
“We were there. We were listening. It pays to listen.” They can’t say that they hit 100% of the conversations where they have wanted to be, although it’s probably 60–70%. But on their brand name, it is 117%.
Results Achieved by Avaya :
50 virtual team members volunteer to monitor 1,000–2,500 acknowledgements of Avaya online every week. A simple Twitter post led to a $250K sale 13 days later. Avaya proactively limit many support concerns before the customer ever initiate a legal support request.
In conclusion Avaya achieved $250,000 sale with a loyal fan base. Avaya sees potential issues before they even arrive. As a results of this, not only can they close sales contract, they can also keep prevailing clients happy. Long haul this could benefit them to a much larger extent than one singular sale.
Learnings from Avaya Twitter Strategy :
Listening more and then talking . Try broadcasting endless sales messages, it doesn’t work.Listen first, and join the conversation second.Personalized interaction isn’t personal if it’s computerized. Social media players forecast legitimate people and responses.Utilized social listening tools well to widen the relationship. Avaya went to their customers were ever they are and participated in lot of discussions. Go where your customers are and listen! Avaya had deep and prevalent conversations with as many people as possible.Through this they were able to build a better brand to profound relationships with their customers.Look for conversations on related topics in social media and contribute if you can add value.
Photo Credits: Avaya.com, makesocialmediasell.com