Successful social enterprise business culture must identify unfilled customer needs and offer meaningful solutions based on routine, proactive interaction among product and service subsets.

-Zahid Afzal, EVP and CIO, Huntington Bancshares Inc.

Our Thought Leadership: The Business of Going Social white paper addresses key points around organizational transformation and what is required for companies to successfully adapt the social culture. Who should lead social? What is needed? How much time should we invest? How do we accurately measure ROI success? These are a few top of mind questions among business leaders across organizations.

A Case For The Social Enterprise

In 2009, Huntington Bancshares was not the bank it is today. Their 18 business units were all operating like independent businesses. Each unit did not have a clear 360 degree view of a customer’s profile, nor were they effectively utilizing a comprehensive internal referral system. Huntington was missing opportunities by not managing the total needs of their customers, and as a result they could not quantify how much business they might be leaving on the table.

What changed? New leadership. When CEO Steve Steinour took the helm from day 1, his focus was to get ahead of Huntington Bank’s credit and capital problems and not wait for those problems to go away. They started investing in growth. To transform into a sustainable organization we needed to increase the value of our customers and our walletshare. In 5-months, 100% of their sales team were on one Salesforce CRM platform instead of five legacy systems. Each business unit could see a complete view of their customer, collaborate fluidly and share referrals seamlessly.

Huntington’s focused transformation into the social enterprise helped them achieve 600,000 referrals to date, average of 1,300 referrals per day, a closing rate of 56% on qualified referrals and a four-day cycle from referral to close.

How Social Ready Is Your Enterprise? View the Infographic:

Ready, Go!

Is your business ready to adapt the social culture? Find out. Read our white paper: The Business of Going Social.

Do you have a social transformation story to share? We’d love to hear it!