What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Become a social service revolutionary today
Opening a "social PR" channel to address customer complaints on Twitter, for example, is fine. But what's better is to get the entire service mix right so there are fewer frustrated customers, period. The dawn of the social service age is an opportunity to blow up your set of service processes like the outmoded structure it probably is and rebuild it from the ground up with the customer of today in mind.
Wouldn't it be great if customers who had questions about your products could get the answer from other customers? Wouldn't it be wonderful if customers brainstormed on ways you could improve your service processes? Wouldn't it be tremendous if you could see trends in service needs and adjust your processes to meet them earlier and more effectively?
Here's another question: Wouldn't it be great if more businesses realized that all this - and more - is already possible if they just cared to investigate it?
The groundwork has been in place for a "social service" revolution for several years now, and while service certainly commands more attention now than it did before the recession, business has yet to fully embrace the power social media could provide it. Even well-publicised, halting steps into social service - like the "Comcast Cares" initiative that keyed on the use of Twitter - have not fully incorporated what is possible with social media into useful data to improve service.
Read the full article on E-CommerceTimes.com.
