The Future of the Social Customer is Now

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
… but nobody answered.

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

One year later…

By this time, my blog had became a rallying point for people without voices

@auroraloanaches follows me on Twitter
And a retired dentist in Delaware resorts to snail mail

Emboldened, I pressed on through LinkedIn

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

There is no stopping me now!

@paypal put me in touch with “Executive Escalations”
Who solved my problem

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

For more than anecdotal information about the case for social CRM, see @jowyang
http://bit.ly/bngsYE
Altimeter Group Report

The Future of the Social Customer is Now

by Society for New Communications Research (SNCR)

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