Your customers are constantly using social media, and their devotion creates an opportunity to provide the kind of exceptional service that builds customers for life. Like any initiative to strengthen profits, effective use of social media for customer service requires strategy, commitment and ongoing attention. But the rewards — higher customer spending, real customer relationships, an inside look at what customers are thinking — make the investment worthwhile. Bain Media estimates that customers increase their spending by 20 to 40 percent with companies that have engaged their customer-service requests on social media.
Technology has provided the tools to do the basics better, faster and more precisely. But those tools are only tools and they require sophistication, user training and regular sharpening to do the job of running basic business functions and provide the data necessary to manage operations, sales and client satisfaction.