Guy Stephens

About Guy Stephens

Social customer care: Mayday, Vine and hope

Social customer care has been around for roughly five years and I’m wondering how much it has really moved on in that time, since the first Tweet was sent by Frank Eliason, #Twelpforce, giffgaff and United Breaks Guitar.

Does Amazon’s Mayday and NatWest’s use of Vine videos for customer service give us cause for optimism?

Do we invest in multichannel or get the basics right?

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?