Archive for October, 2009

Any company setting up customer service on Twitter has to deal with the same issues it has with other methods of support but with new twists.

Customer Service using Twitter?

Thursday, October 29th, 2009

An ever increasing number of companies are claiming to use Twitter for customer service. But what they are really doing is using Twitter to engage with the customer and direct them to the right customer service resource. From the consumer point of view, the objective is to get a quick response and ensure that the lack of response will be quite visible to others. Any company setting up customer service on Twitter has to deal with the same issues it has with other methods of support but with new twists.

A recent study by CMA (Canadian Marketing Association) tells an interesting story about how many people are using Social Media and what they are using it for. 50 per cent of consumers believe that brand image is affected by content posted in social networks. 55 per cent think that the content posted impacts purchasing behaviors while 56 per cent believe that companies will shape their procedures or product offerings as a result of what’s being said on social networks.

A recent article in the Toronto Star highlights a case where a VP of Customer Service at Bell Canada would not ever talk to a customer!

Pepsi has launched a new iPhone free app called ‘Amp up Before your Score’ which is causing a stir in the social media world. The iphone App is interesting in that it offers to help men trying to find dates and help them ‘score’. The application has caused outrage amongst both men and women for stereotyping and degrading women. Pepsico apologized but has yet to withdraw the application.

The Federal Trade Commission in the US has come out with new regulations affecting how goods and services are marketed on the Web. These new regulations are significant for marketing, customer satisfaction and legal professionals in your organization.The Federal Trade Commission is coming down hard on website owners, bloggers and social media users that make claims about their product and service. If the organization has been following best practices, they will have a disclaimer in their text or terms of use (typical results will vary, or there is no guarantee of results) but now that is no longer adequate. What the FTC has asked for is that a typical users results be given the same prominence as the testimonials from those who had outstanding results. Failure to comply can result in a fine of up to $11,000 and that can be per page or per blog post.

Since the announcement of Google Sidewiki, many visitors have read my original post titled Google Sidewiki impacts your Customer Satisfaction Strategy. This blog post will cover several subjects:1. Reactions to Google Sidewiki, 2. New Information about how Sidewiki is being used, 3. Tools to track Sidewiki comments, 4. Tools being offered to Block Sidewiki entries.

Social media is causing customer satisfaction weaknesses to become very visible quickly. . The examples in this blog post are those where an employee or manager has used web tools improperly and caused embarrassment to their employers, causing press releases or statements to be issued with apologies and explanations. The lessons being learned by these examples, is that, every company needs to review what role the employees should be playing with respect to social media and external web sites and then ensure their employees are well trained on the company’s policies and their roles with respect to Social Media.

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