This article discusses how social medial is now affecting the customer service practices of businesses. We all know by now that social media changes everything – marketing, sales and even customer support are viewed as areas of engagement, not simply departments. As social media continues to grow rapidly, many people question how this will affect the overall customer experience. It’s simple for a business to utilize the tools of social media – how customers respond to this is a bit more challenging.
Many top level executives agree that improvements in customer engagement through social media are necessary however very few have actually made the proper investments required to meet these aspirations. The times are changing and businesses need to take a serious look at moving from what the article calls “lip service” to updated “customer service”. As more customers are becoming accustomed to using social media, their expectations of businesses making the same transition also increase. This creates a huge opportunity for these businesses to meet these growing expectations of their customers by improving customer service experiences. Through this, these companies can also strengthen their brand image, which according to Amazon’s Jeff Bezo “is what other people say about you when you’re not in the room”.
This is not to say that all businesses are showing reluctance to make this shift towards social customer service. From 2011 to 2012, the number of businesses who made this transition has grown however many companies still need to align these resources. As the article states, a social business is a way of business and a philosophy. It requires a corporate culture of customer-centricity rooted in vision, employee empowerment, company-wide integration and supporting processes.
During the early 1990s, some companies thought the internet buzz would not last. It’s safe to say that these critics were clearly wrong. Do you think that companies today would view social media as simply a fad that will die down or will they adapt themselves to these new opportunities? Do you think that many more companies will begin to allocate funds specifically to the development of social media tools within their business model? Do you think there are any reasons why a company would not want to expand in this area?