“Known as its ‘Members First’ initiative, LinkedIn shifted its primary focus from products to members by developing an infrastructure that brings people, processes, and technologies together in an effort to transform operations and enhance engagement.
LinkedIn powered this transformation by partnering with Oracle Service Cloud, which facilitated the capture and analysis of member data. Originally, LinkedIn’s support team was part of the product team, meaning employees often focused on resolving technical issues above all else.
But, because employees were conditioned to work reactively using manual methods, such as spreadsheets and documents, it became difficult for LinkedIn to track cases and maintain knowledge across channels. Ultimately, information remained in silos, hindering the company’s ability to gather, analyze, and react to support issues and member feedback.
LinkedIn also created its Global Customer Operations (GCO) team, which listens to what LinkedIn members are saying, both directly and indirectly, to support its member-centric vision and mission, while also identifying behavioral trends and service gaps that need special attention.“
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