I came across this post on returning to “Old Fashioned” customer service, and focusing on the customer. An example given in this post was a new initiative at Macy’s that had cashiers keeping a notebook of suggestions, comments, and complaints that were given by customers. The argument being presented is that old fashioned customer service is equally applicable to modern situations.
From one point of view, this is correct. Customer Service as a concept is the same no matter what technology is applied. It’s purpose is to service the customer and keep the customer engaged in a company’s products and services. Rather than conflicting with traditional customer service, Social CRM serves to compliment traditional customer service practices.
By providing CSRs the means to go out and engage customers in the wider arena of the unstructured web, social media gives CSRs new tools to do the job of traditional customer service better. Keeping the customer engaged outside of the company’s comfort-zone is key to providing good quality customer service in the 21st century. At the same time, Social CRM is not a replacement for traditional customer-focused service. The technology has to work for the customer, not become a hindrance. By taking the tools of modern Social CRM and marrying them to tried and true customer service, the customer is better served, and the company that practices them will be more successful as a result.
Related posts:
- 5 Tips for Effective Customer Service Surveys
- Multi-Sourcing Your Customer Service
- Social Lead Generation
- The 21st Century Callcenter and Customer Communications
- Is Salesforce.com’s approach to Social CRM Correct?
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