Social Media Customer Service is a Failure- Frank Eliason

62fd77161c7b0ad8976f16.L._V136019344_SX200_My view is that social media customer service is a complete failure due to a number of factors. For example you have companies out there that are focusing on people with the high Klout score. I don’t think that works so well.  Look at that concept through the lens of some of the famous instances over the years. I worked for a cable company and at one point there was a video of a technician sleeping.  The person who put that video up had posted two videos, ever. Let’s face it, it was just good content. It was just something we enjoyed watching — so we watched it over and over again. I am not a fan of influencer-based marketing, or providing priority service based on someone’s Klout score.

I hear this all the time: “we want to be where our customers are and our customers want social service.” I say consumers don’t want social service, they just want it right the first time, and if it’s not right they’re looking form someone to fix the experience. What’s going on is these companies are doing social servicing because they think their customers want to be serviced that way but, they’re not taking this customer feedback and fixing what is wrong; they’re not using this feedback to bring about true change!

Think about this: everything we do sends a message to people.  We need to remember that.

We focus on call centers and we look at things like “call handle time.”  That sends a great message to your employees: “get the customer off the phone as fast as possible”; they’re measuring the speed at which the call center rep can end a call, not solve a problem.  This sends a message to the customer because, guess what? – they can tell when they’re being rushed off the phone. And on the PR side, for example, what are they listening for? They’re listening for that next PR crisis. But listening is much broader than one little silo. It is taking this information and putting it in the hands of the product people, the sales people, the C-suite, etc.  All people should have access to and understand this information because it can drive product and support changes, not just PR wins.

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