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Do you think social customer service is unfair?
Most smart companies are monitoring their brand across the social web in order to mitigate any issues that might arise, and when someone vents on Twitter, most brands will drop nearly everything to resolve the issue. Do you think this places those using social for customer service at an unfair advantage over customers using traditional customer service channels? Why or why not?
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3 Answers
No. It's to everyone's advantage to have options.
Who says all service levels have to be the same in all channels?
The trick is to manage expectations. If you enter an expressway, you expect to go 40mph. If there's too much traffic and you can only drive 5-15mph, you might be upset about your decision to pick the highway as the way to go. If you turn into a residential neighborhood and see someone driving 50mph, you probably consider it dangerous and you might even feel anger (especially if it's your neighborhood with your kids).
When it comes to service, just let people know what to expect in terms of response and resolution.
Social customer service is great...as long as the rest of your support doesn't suck. You're just garnering more ill will if you don't respond to emails but are all over Twitter. Case in point: Jetblue cancelled our CEO's flight, wouldn't help via traditional channels, and he had to go to Twitter. Didn't make him very happy with them: http://ar.gy/hbI
No.
I think it becomes unfair when companies start to treat the channel rather than the issue.
It's important for a company to understand how the channels (social and traditional) work together, as well as in their own right. It becomes unfair for all customers when companies simply jump on the social bandwagon without actually thinking their social media customer service proposition through properly.
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