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Part Two: The Broken Link of Social Customer Service | Social Media Today


art Two. An edited excerpt of What’s the Future of Business, Changing the Way Businesses Create Experiences


In Part 1 of this series, The First Mile: The Broken Link of Social Media Customer Service, we reviewed the opportunities and challenges that face any business seeking to engage customers in social networks. To become customer-centric requires a culture that supports customer-centricity and an active investment in defining the first mile experience.

The first mile of customer engagement is a post-commerce or post-transaction strategy that invests in an ongoing experience to keep customers happy now and over time. Doing so sparks positive word of mouth and in turn influences decisions the dynamic customer journey that defines the new era of connected consumerism. If in fact getting closer to customers is a key objective, then why do many businesses neglect the first mile of customer experience?

In February 2012, American Express published a report that found 46% of U.S. internet users stormed branded social media presences to express frustration about poor experiences.

In the American Express study, the results were as telling as they were indicative of how much work it’s actually going to take to transform customer experiences. For the most part, brands miss a majority of activity in the social web whether it’s good or bad. But, if you break it out to the most common engagement opportunities, companies will need to rethink the overall social media strategy and allocation of resources. Social media marketing is just the beginning. Customers aren’t on popular social networks because they’re looking to be entertained by their favorite brands. They’re online to seek and share experiences.

Take a look at these numbers for example…

50% – The number of customers seeking an actual response from a company about a service issue.

48% – The percentage of people who praise a company for delivering great service or experience.

47% – The influence factor of your customers who share information about service and experiences with a wider audience.

46% – Those who vent frustration about a poor service or experience.

43% – The amount of customers asking others how to have better experiences.


Brian Yanish – MarketingHits.com‘s insight:

Great article, I like the point that customers don’t just see your business or brand as your store front any longer, but now because of Facebook and Twitter profiles, businesses need to respond to followers where they are.

A few days ago I tweeted about a problem that I was having with a company and included their twitter username in my post. So far I’ve received no reply or direct message from them. Sad because this is from a company who has this statement on the front page.

“Join the Conversation Today.

Keep up the conversation beyond the checkout. Come say hello on Facebook, LinkedIn, Google+ and Twitter  where we share company news, giveaways, and much more.  We always welcome your feedback.”


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