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The Future of the Social Customer is Now Francine Hardaway NewComm Forum April 23, 2010
In Nov. 2008, the world changed. I tried to call my mortgage company for help <ul><li>… but nobody answered. </li></ul>
 
So I wrote about it on my BLOG, and sent that to Twitter <ul><li>No one from Aurora Loan Services read my blog </li></ul><...
One year later…
 
By this time, my blog had became a rallying point  for people without voices
@auroraloanaches follows me on Twitter <ul><li>And a retired dentist in Delaware resorts to snail mail </li></ul>
 
Emboldened, I pressed on through LinkedIn
 
Where I found a high up executive in the company <ul><li>He gave me lots of answers – at long last </li></ul><ul><li>And s...
 
There is no stopping me now!
 
@paypal put me in touch with “Executive Escalations” <ul><li>Who solved my problem </li></ul>
What Did We Learn? <ul><li>The  Cluetrain Manifesto  was right: the customer controls the conversation </li></ul><ul><li>S...
For more than anecdotal information about the case for social CRM, see @jowyang <ul><li>http://bit.ly/bngsYE </li></ul><ul...
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The Angry Social Customer

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Transcript of "The Angry Social Customer"

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