Social Media Customer Service
Most companies today do "statistical Marketing": use traditional communication media (typically e-mail) to poke a large number of people. Most targets either will not need the solution or will not be ready to engage in a sales conversation. But statistically 2 or 3 out of a thousand will respond to the campaign and become "leads". That is how we look for new customers.
A more empowered and vocal customer leveraging Social Media is creating new possibilities. Good Customer Service keep customers happy. Happy customers not only come back for more (loyalty), but they also influence their connections (advocacy). That is why many observers are saying that Customer Service is the key to grow business in a Social Business environment.
When we measure Customer Service as a stand-alone organization using today's metrics, we see a cost center. There is no tangible value creation. A CEO looking at a KPI dashboard will be rightly compelled to take talent out of that cost center, reduce costs, outsource.
It is not about who or which department is creating value, but understanding and correctly modeling business performance. Then getting people to collaborate towards business goals with less focus on personal and departmental accountability. It requires less Management and more Leadership. That is the challenge of Social Business.
Let's change our metrics so that they reflect the real business impact in a world that is more influenced Social Media. Let's change the way we operate in business and recognize the power of the customer and the positive effects of a more open, collaborative culture. Let's focus more on people and less in processes and tools.
If you share our vision of Social Business, engage with us in conversation on how collaboration can positively affect a Social Media Customer Service Solution.
