The Angry Social Customer
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  • 1. The Future of the Social Customer is Now Francine Hardaway NewComm Forum April 23, 2010
  • 2. In Nov. 2008, the world changed. I tried to call my mortgage company for help
    • … but nobody answered.
  • 3.  
  • 4. So I wrote about it on my BLOG, and sent that to Twitter
    • No one from Aurora Loan Services read my blog
    • No one from Aurora Loan Services on Twitter
    • No one home in Customer Service
  • 5. One year later…
  • 6.  
  • 7. By this time, my blog had became a rallying point for people without voices
  • 8. @auroraloanaches follows me on Twitter
    • And a retired dentist in Delaware resorts to snail mail
  • 9.  
  • 10. Emboldened, I pressed on through LinkedIn
  • 11.  
  • 12. Where I found a high up executive in the company
    • He gave me lots of answers – at long last
    • And solved me problem with a loan modification
  • 13.  
  • 14. There is no stopping me now!
  • 15.  
  • 16. @paypal put me in touch with “Executive Escalations”
    • Who solved my problem
  • 17. What Did We Learn?
    • The Cluetrain Manifesto was right: the customer controls the conversation
    • Social CRM is extremely important for brands
    • Social CRM comes from the heart of the company and is not software; it’s attitude
    • Don’t lose sight of the human being in the customer
    • Someone in the company cares. FIND THAT PERSON online
    • That person IS online – or else
  • 18. For more than anecdotal information about the case for social CRM, see @jowyang
    • Altimeter Group Report