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20 years ago, social support was a cutting edge business practice. 10 years ago, it was a forward - thinking operational strategy. Today, it's a business imperative. The cycle of innovation in social media today is screaming fast and still accelerating. With each advance, our customers will only become less patient, more demanding. Social customers today expect support from us on Facebook and a response from us when they Tweet about our brand - and they don't care about our internal siloes. They expect a unified, positive experience at every touch point and they can do plenty of damage to our brand through social media if they don't have one. Jumping onto the social support train is now a business imperative. We can't afford not to board if we expect to compete in the next generation.