I joined around 60-70 delegates last week in London for the Useful Social Media event Social Media for Customer Service Europe. The keynote speaker was Frank Eliason of Citi who, frankly, nailed the topic. Social media has been great for marketeers but presents challenges.
For example, “friends” do the most unfriendly things such as say bad things about your brand in public and on your Facebook site. They also ask unrelated questions where marketeers intended discussions around new products and services should happen. And finally, they have stopped calling for assistance and now tweet, asking the world instead. Or they express their frustration through Twitter when they did ask you and you didn’t reply.
It’s little wonder that senior company executives are wary of social media. Nevertheless, social media is here to be embraced, not least because customers like it and use it. As time passes late adopters will adopt, and laggards will lag (losing touch?), and generation Y and Z folks will dwell in cyberspace looking for near-instant gratification and help from peers.
The message I took away from the conference is two-fold:
- Don’t ignore or constrain social media – embrace it. You can’t contain, prevent, or avoid it but you can work within it to get the best and right results. It’s encouraging to see that social media roles are appearing at very senior levels in large organisations. A sign that engagement is happening.
- Customer service departments need to get involved. I was struck by how many marketeers were at the conference. Clearly this is where the early budget has come from but, as I expect there’s a lot for CS professionals to learn from what people say unhindered in social channels, they must get involved and wrest control of CS interactions from marketing. Otherwise, who know what advice and guidance customers will be given?
ROI was also under discussion and various points were made about the return companies gain on their investment. Universally, everyone said it was tough to conform with traditional company ROI calculations. I’ll probably post on this again in the next few weeks as the topic continues to appear. Part of the justification is finding the right format to satisfy the needs of executives, and ensuring that the arguments stand up to scrutiny.
What else did I take away from the conference? There weren’t many dyed-in-the-wool CS people there, so I expect that interest is from people with a CS role and an interest in social media. More people needed that see social media as a customer service channel, methinks!
If you have an opinion, please comment