Customer Service and Social Media are a powerful combination. However, many organizations focus on the marketing aspect of social media and overlook the inclusion of their customer service departments. When than happens, it is only a matter of time before it becomes publicly apparent. It is fairly easy to see which organizations take a strategic approach that includes multiple internal competencies and those that do not. (How many times have you received one answer to a customer service situation using traditional channels and an opposing answer using social media channels?) Internal disconnects can become external issues, but this can be avoided by strategic planning and evolution.
During this week’s #SMChat at 1pm ET, April 11th, we will work on answering the following questions:
- How does your organization evolve to meet the needs of your customers?
- What is the best way to insure the continuity of the brand regardless of the channels used to serve the customers?
- How do you enhance traditional customer service departments by including social media?
- What additional training needs may need to be met to support the evolution of including social media in customer service?
- What would prompt you to recommend that a company NOT use social media as mechanism to provide customer service?
I hope that you will join the conversation to discuss our monthly #SMChat feature of Customer Service and Social Media.
#SMCHAT 
sourcepov
April 11, 2012
Great frame, Amber ..
Important that we take off the Marketing glasses to see what is happening inside Customer Service .. many important dynamics at work.
And the internal dialog (across silos) is an important one .. requiring a shift from tactical (function-specific) views to a more holistic company strategy ..
See you online ..
Chris
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josephruizjr
April 11, 2012
Wonderful topic Amber, you are addressing an important aspect of customer service. I am currently reading The Social Organization http://www.amazon.com/The-Social-Organization-Collective-Customers/dp/1422172368
Organizations have to become more social. Looking forward to the chat
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TransitionMarketing
April 11, 2012
Agreed, without good customer service you are throwing marketing dollars down the drain drawing people to you, who likely will not be repeat customers. Branding strategies need to focus not just on the aesthetic, you need good products and better service for a back bone. Six Sigma actually addresses a lot of this, in that is is all about focusing on what customers actually want (IE not a teleprompt).
A slick campaign will only take you so far, companies need to be responsible to their consumers. Social Media has really created a strong focus on the need for responsible management and communication. As one blogger put it, social media can be one large “word of mouth” campaign, which as we know can be the most powerful tool out there.
The disconnect that can, and frequently does, occur between your Customer Service Channel and your various Marketing or Sales channels is only amplified by Social Media.
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amberlcleveland
April 16, 2012
I 100% agree and it is the amplification that can be a slippery slope. It is easier to avoid the issue than to fix it…do it “right” the first time. Thanks for taking the time to read and comment.
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amberlcleveland
April 11, 2012
The storify transcript from today’s chat, in case you missed it! http://storify.com/ambercleveland/smchat-recap-04-11-12-evolution-of-customer-servic
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