Social media, meet Achilles??? – Not So Fast
Filed under: Customer Experience, Social Media | Tags: Jen Zingsheim, Media Bullseye, Social Media, Twitter |
An recent article written by Jen Zingsheim at Media Bullseye takes aim at the Social Media “experts” who overpromise the value and underestimate the ability to scale. Several well documented examples of companies using Social Media (Twitter specifically) to monitor for and address customer service issues have many in the social media echo chamber (myself included) urging other companies to “join the conversation”. And they should because social media provide a low-cost way for companies to learn from their customers and address their issues.
Zingsheim points out that companies engaging in social media requires two things:
- An effective monitoring program to quickly identify problems being mentioned, and
- Competent people who can resolve issues without being hindered by red tape.
It’s the latter of these two which Zingsheim says isn’t scalable. In the long run, it probably isn’t, assuming the objective is to respond to every customer individually AND assuming that the company doesn’t make significant Customer Experience improvements along the way.
On the other hand, if companies use SM to learn from their customers and address the root causes of their issues, the Customer Experience should improve over time and the number problems being mentioned should decrease.