A recent experience with my bank had me thinking again about the use of social media in customer service.
The large number of high profile social media customer service disasters experienced by companies such as United, Comcast and HP make it plain that any company whose consumer products could conceivably require customer service issues must have a process in place to identify and address customer service issues in social media.
While previously a dissatisfied customer might tell ten friends about his experience, a dissatisfied customer using social media can tell thousands. Even worse, the online record of the complaint stays on the Internet eternally for all to see.
The basic strategy of a social media customer service program should be to: (more…)
