We were really interested to read in New Media Age Justin Pearse’ article on Social Media. He cited his experience of attempting to return a jacket to a well known retailer. After sending two e-mails two days apart without any response, he then mentioned the situation on Twitter and almost immediately received a direct message and a voice mail. As requested he e-mailed his details again but alas was still ignored. Finally he resolved the issue via Twitter again. Its an unfortunate scenario and one probably experienced by all of us at some point.
Social media is a fantastic tool to engage with customers but only if the same principles apply throughout the contact and customer care strategy. We see ourselves through our Mystery Shopping programme, Review and through voice recording, a businesses understanding of their customer care approach can be far removed from the reality of it. Closing this knowledge gap and encouraging businesses to devote the same amount of enthusiasm and care to their complete customer contact strategy will surely result in happy customers and profitable businesses.