Do you remember the "greatest customer service story ever told"? It happened back in 2011 and involved a long day of flying and meetings, capped-off by a steak dinner hand-delivered to Peter Shankman at Newark Airport by Morton's steakhouse. I've been thinking of that story a lot lately....
Time reports that both Twitter and Facebook are looking at ways to curb the public nature of client service interactions over their platforms. Additionally, Marketing Land reports that Facebook is testing ways to allow companies to save and send canned replies to customers - allowing for quicker, less personal responses. Adweek reports that customers don’t expect much from social media inquiries anyway: "…social media is a last ditch choice when a customer service issue is urgent, but customers don’t believe it’s a fast way to resolve an issue".
Further to the point, in summarizing an American Express survey that found similar results, Guillaume Seynhaeve, says: "So while 89 percent of companies continue to wrestle with how to engage their audience effectively through social media, many have yet to understand how to deliver superior customer service holistically with social media as one component."
Social media will likely not take the place of direct forms of fast communication like text, phone or email for professional services. If you are considering joining social media with an eye toward client service, consider these case studies.
Image Courtesy of "Dialog gr 1972" by Holger.Ellgaard - Own work. Licensed under CC BY-SA 3.0 via Wikimedia Commons -
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