Comments on: How to Deliver Superior Customer Service in 140 Characters or Less

By: Stephanie Marx

Stephanie Marx — Wed, 02 Nov 2011 21:53:43 +0000

Combiz,
I agree, sorting through the ‘noise’ to determine when and who to respond to is definitely a challenge. Some criteria can be set up in a listening tool to help filter through some of that, but much of it is still a manual process of evaluating what the issue is, who the person is, and whether they have a service contract or not, etc. The long-term vision is to tie the social data with the CRM system so we can get a complete picture of the customer and make that determination more easily.
-Stephanie

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By: Combiz Khatiblou

Combiz Khatiblou — Wed, 02 Nov 2011 20:30:13 +0000

Interesting article and thank you for sharing.

Companies who wants to be successful in the next decade must have several distinct ingredients, some of which are – Innovation -Internet presence and
- Voice of the Customer (VOC) strategy., VOC could be through surveys, interviews, Social Media, email, phone calls, ..etc.

The challenge as you mentioned is how can we as a company close the loop with the customers/consumers. In TS CBI, we have established a close loop process for getting back to customers when survey is conducted. But in Social media space, the challenge is 1st, how do we indentify the authenticity of the consumer, and 2nd , how do we close the loop with consumers through SMEs. In other words, how do we determine which consumer/blog/complain shall we respond?

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By: Martin Hardee

Martin Hardee — Wed, 02 Nov 2011 18:47:44 +0000

An interesting infographic from the Dachis group that shows social listening benefits in the context of broader social interaction programs: http://stuff.xplane.com/socially-optimized/DachisGroup-Attributes_of_a_socially_optimized_business.pdf

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By: Stephanie Marx

Stephanie Marx — Wed, 02 Nov 2011 16:19:19 +0000

Hi Eric,
This is great research, thanks for the additional link.
-Stephanie

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By: Eric Levy

Eric Levy — Wed, 02 Nov 2011 12:05:32 +0000

Stephanie,

I’d echo your points above. It’s quite clear from our research that today’s customers not only have control of the communications channel, but that their expectations of responsiveness and service have evolved as well.

It will surprise no one to learn that those using CGM — particularly social media — expect that companies they write about will be responsive to those concerns. AT&T demonstrated how impactful this could be while addressing initial customer concerns about iPhone coverage issues. This clearly showed business that customers now control our brands. It creates an obligation on the company’s part to not only note customer concerns, as they should with customer or product experience concerns, but to respond appropriately within that same channel.

Your readers interested in learning more about this study are invited to visit http://www.maritzresearch.com/en/shared-content/Press-Releases/2011/Are-you-listening-Twitter-users-want-complaints-read-addressed.aspx for more information, including an executive summary of the report.

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