Social customer experience provider, Lithium Technologies, has opened its first Australian office, expanding its reach into Asia-Pacific.
The office, located in North Sydney, follows the company’s recent move into Singapore as part of a larger Asia-Pacific push.
Lithium Asia-Pacific vice-president, Greg Joy, will head up the Australia office, while Lithium Asia-Pacific senior vice-president and general manager, Charles Hough, will oversee its operations from the Singapore regional headquarters.
According to Hough, Lithium aims to help enterprises capitalise on social media, helping them extract knowledge and related content.
“One of the reasons that we are launching [in Australia] is the strong social media adoption by users. The adoption of social media as a business tool is also very strong. It’s a strategic region for us,” Hough said.
As part its growth plans, the company is looking to hire people on customer-facing roles, to work collaboratively with agencies and their customers instead of a sales force.
The company has already signed on seven customers in Australia, including Telstra, Optus and Vodafone, and will be targeting verticals such as finance, retail and telecommunications.
With more than 11 million Australian Facebook users, there is a strong demand from enterprises to deliver comprehensive social customer experiences that increase engagement and brand advocacy, noted Joy.
Lithium cited a recent study from Australian analyst firm, Telsyte, that found social networking and media applications are becoming more popular among Australian businesses, with more than 30 per cent using an enterprise social media application.
Hough claimed that businesses should leverage the use of social media to enhance a user’s ‘voice’ of a company and increase customer relationships.
“Users are in control now. Social media helps businesses negotiate a brand as what they want it to be. Otherwise, users on the Internet are going to create any image of a brand as they want,” Joy said.
Hough stressed the importance for companies to get on board and use social media for their businesses.
“The ROI of social media is that your business will be here in five years,” Joy said.
He also said that with a changing social media landscape, brands should develop their own digital hub to provide consistent customer engagement.
Lithium’s offerings will also have a mobile app option.