The role of emerging media in marketing products, services and ideas.
Social media and customer service have certainly merged. Twitter has become an important customer service tool with 69% of top brands using Twitter for both broadcasting and engaging. Many brands still struggle with the concept, however. This month 1-800-Flowers received thousands of customer service complaints after wilted or damaged flowers were delivered on Valentine’s Day. The company was further criticized for replying to the variety of complaints with standard responses. Brands like Zappos, on the other hand, use Twitter to handle customer service in a much more personal way, and with great success. Scripted responses are not acceptable in a social media environment where consumers expect a personal response. Brands should recognize the importance of replying to consumer concerns with a tone that matches the circumstances and the customer.
What is your best or worst Twitter customer service experience?