Tomorrow's entrepreneurs have to be socially agile if they are to survive

Watt says that whether you are big or small, customer service remains critical to every company's success.

"Customer service remains an integral part of a business's success. If you can keep your customers happy with good service and providing value for money, your business will have a better chance of succeeding," says Samantha.

Samantha says that there are several trends which have emerged over the past two years which have had a significant impact on a business's ability to not only provide the service customers demand, but to keep up with the evolution of those demands."

Social media - friend or foe?

She says social media is one such development that has the potential to derail many customer-focused businesses. She cites an example on www.mycustomer.com, which states that the emergence in 2009 of social media as a real catalyst of change signalled for the first time the possibility that customer service had a vital role to play in winning the hearts and minds of customers.

"Social media has empowered customers to become more self-sufficient, mobile and knowledgeable. This alone has radically changed how we not only manage, but talk to our customers," says Samantha. Moving forward, she says that successful entrepreneurs will need to find effective ways to not only steer their way through the social media quagmire, but also manage the several ways in which customers now choose to engage with the business as well as talk about the service received.

Listen to you customers, fix the problem - and deliver

"While it is probably more appropriate to start talking about customer experience as opposed to customer service, the basics remain the same. Listen to what customers want, fix what is broken and consistently deliver," advises Samantha.

While Frenchman Jean Baptiste Alphonse Karr said, 'The more things change, the more they stay the same.' Samantha says social media is changing the customer service landscape and is almost forcing entrepreneurs to participate. "If they don't, they at least have to acknowledge that this pervasive channel of communication exists and fully understand what impact it could have on business success.

About Watt Communications

Watt Communications (Samantha Watt (az.oc.snoitacinummocttaw@ahtnamaS, +27 11 425 6290)) is an owner run and managed PR, integrated marketing and communications agency. Watt Communications has an 18-year pedigree in public relations and specialises in the information technology sector. Sister company to design-arm G Watt Design, the agency provides true PR incorporating all elements of communications; complete integrated marketing from initiation to execution at a strategic, creative and tactical level. As well as corporate ID and brand rollout.

For more information go to www.wattcommunications.co.za.