I was recently asked a question: Do we invest in multichannel or get the basics right?
It got me thinking that all too often we think in ‘exclusive absolutes’ – one or the other – multichannel or the basics, Twitter or Facebook, social or traditional, chat or email, call deflection or everything else…
And yet the answer is far more complex. Complex because ultimately what companies are trying to decipher is the panoply of human behaviour. Customers are unpredictable. The challenge for companies is not in understanding that, but rather where to draw the line?
The last eighteen months have witnessed
a huge shift in the way that customers seek help for their customer service
queries, problems and complaints.
The continued mainstreaming of
social media has been catalytic in transforming this once settled
landscape from a closed one-to-one transaction to a more open and
conciliatory experience characterised by empathy.
I have been exploring for a while to see if a link between our customer service agents on Yammer and our customers on Twitter exists. Is there a point at which the two platforms could come together in the provision of customer service?
Happily there is. It's a bit clunky but it works. And the answer is '#yam'.
I've never done a list before, but here's my seven tips from using Twitter to provide customer service and online help and support. What are yours?
There are lots of articles about how brands should use Twitter. They all give good sound advice to the budding corporate tweeter: listen before you dive in, have something relevant to say, or learn from cases like Motrin or Skittles.
This is all very generic though, so let me try to give you my random insights and observations as @guy1067, a corporate tweeter for Carphone Warehouse.
We live in a maelstrom of activity and invention. A new world we are evolving every day; some days more than others. We sometimes, perhaps more often than we'd like to think, get caught up in the hype or in the detail of what we do. We get stuck on definitions and fads, guidelines and best practice, manifestos and policies.
We also forget about the simple beauty of the medium we work in. This is a personal reflection, indulgent perhaps. But I make no concessions: it sometimes good to take a step backwards and reflect on what we've got now and what's in front of us.