You’ve heard from great companies and thought leaders about how social media is changing customer service I’m going to take a few minutes to wrap up with some thoughts on the role that social media is likely to continue to play in customer service.
My boss at salesforce.com, Marc Benioff, says 2011 marked the year that social went mainstream. Social channels like Twitter and Facebook are leading to political, legislative, social and economic reforms, Twitter was instrumental in the rapid spread of arab spring the Japanese earthquake and tsunami inspired almost instantaneous collaborative aid the shaming of Netflix shook up a beloved brand and the rapid growth of the occupy movement showed that a movement doesn’t need a leader So it would seem a good guess that these same social channels will be used by customers to get attention from companies.
I want to tell you a personal memory that I think has meaning as we discuss the future of social customer service. Back in the day, just before personal computers caught hold , my husband, who was then my boyfriend, told my mother that the a personal computer would be an integral part of her life. She didn’t believe him – she asked &quot;What would I do with it?--put my recipes on it? The way the world was then, she couldn’t envision the changes that were going to occur, and we didn’t really have an answer for her, but we just knew that it was the future. I think we have to embrace the idea of social care for our customers with that same leap of faith.
one thing we can surely see coming now is demand increasing with the new millennial customer (digital natives) – who never knew a world without technology, who embrace technology.
This is a new customer profile – a social customer – who has very high expectations, and a voice that reaches thousands through blogs, facebook, and twitter. By 2014 they will be swarming the web through mobile devices, and looking for customer service. Brent Leary puts it this way: “Everything is happening on customers’ mobile devices, so it is especially important to show up in the palms of their hands.”
One of our Desk.com customers recently told me a great example of how important it is to listen to a customer no matter how they reach out to you. It’s a story about a button. A customer Tweeted that one of the buttons on her new coat had broken. Their crackerjack service team immediately offered to pay for a tailor to repair the coat. It’s what happened next that illustrates the power of social – the customer had her button fixed, and then reported the whole chain of events in her popular blog. Our customer created an evangelist, and the evangelist disseminated the story of her broken button far and wide. The simple, common-sense service led to all this benefit for the brand. It’s a new social world in business.
But this is also the kind of story that keeps the C-suite up at night -- the uncertainty of social support, the riskiness of it, the unpredictability of it -- and it's not unreasonable to worry, because something like 5% of the population of earth is schizophrenic on a scale from 0-10 and any one of them might go nuclear and start ranting about your company on any channel and start a brush fire or worse. I mean, it’s good, old-fashioned nightmare fuel for the average ceo. There are so many stories about the positive and negative power of tweeting – we’ve all heard the steakhouse story, and the Mommy blogger who took on Whirlpool. Every one of these stories is a cautionary tale.
But they are going to have to step into the fear, face the fear. They can't be like these little guys, More and more, management is going to come to realize that people aren’t going to stop talking about you just because you haven’t embraced social channels for customer service. They’re going to keep talking about you, talking TO you, from everywhere.
it's a revolution, and we're living right in the midst of it. We should step into that, because it's a gift. The biggest challenge and the biggest opportunity for businesses today is social customer service. The task before us is to make it a competitive advantage
Is Twitter the New Help Line? Improving Customer Service with Social Media
Social Media Today ’ s Best Thinker ’ s Series presents: Is Twitter the New Help Line: Improving Customer Service with Social Media Brought to you by
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About the Moderator #SMTlive Paul Simon is a senior site curator for Social Media with responsibilities for managing Social Media Today, The Social Customer.com and The Customer Collective websites. He is a former bureau chief for The Associated Press wire service and has served as editor/content manager for a number of online sales training communities. He also writes and edits written content and manages webinars through his consultant business, SharperContent. Paul Simon is a senior site curator for Social Media with responsibilities for managing Social Media Today, The Social Customer.com and The Customer Collective websites. He is a former bureau chief for The Associated Press wire service and has served as editor/content manager for a number of online sales training communities. He also writes and edits written content and manages webinars through his consultant business, SharperContent.
About the Panel #SMTlive Michelle has been a member of the Customer Loyalty Team at Zappos.com since October, 2006. She is a member of the management team and in that role she is responsible for cultivating the culture and developing employees. Michelle holds an AA in Commercial Photography from the Art Institute of Seattle, 1995 As TELUS’ senior vice-president of Customers First Culture, Carol Borghesi is on a mission to make customer experience a sustainable competitive advantage by helping TELUS become the most recommended company in the markets we serve. Alex Schott is the manager of social media and multimedia communications at Entergy, a Fortune 500 company headquartered in New Orleans, LA. As social media manager, Alex develops ongoing social media strategies across a number of social media channels. Follow him on twitter @NolaSchott Alyson Button Stone is Manager of Customer Programs & Publications for Desk.com. For the past few years she has found it rewarding to "drink from the firehose" as Desk.com moved from fast-growing startup to a salesforce.com acquisition. Social media occupies a lot of her time--including writing an ebook, "Customer Service at the Speed of Twitter."
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Join us February 21 st for… <ul><ul><ul><li>How is Big Media Adapting to a Social Media World </li></ul></ul></ul><ul><ul><ul><li>Mark Fishkin, Wall Street Journal </li></ul></ul></ul><ul><ul><ul><li>Panelist from MTV Networks (TBD) </li></ul></ul></ul><ul><ul><ul><li>Joe Epstein, Digital Broadcast </li></ul></ul></ul>Register here: http://socialmediatoday.com/adapting-to-social-media