I work full time for a big local company. Our company is very successful in almost all measurable ways and is considered a very stable, growing entity. Today at work there was an announcement about a customer retention program aimed at identifying disgruntled customers and helping to resolve their issues. There are several layers of people who will look at this customer’s issue before it’s finally resolved, and there’s really nothing wrong with this whole thing, but it really got me thinking.
People are becoming accustomed to having their issues resolved quickly (or instantly) through the use of electronic media such as email or Twitter. While the process our company is putting in place will likely solve customer issues, it will take time to complete the process. It will also cost money, in the form of company resources (human and otherwise). Will customers wait? The program is supposed to boost customer retention, but I wonder if it will drive customers into the hands of companies willing to answer their questions instantly using something like Twitter.
Our company has no real presence on Twitter or Facebook or any social media site. Although it’s not surprising given the culture of the company, it’s surprising given how little money and other resources it would take to get things set up. A small group of folks in the company could easily handle Twitter and Facebook and other social media in a way that provided customers with quick and efficient service.
Why not implement a social media program alongside the program the company is implementing now? Again, the costs would be minimal. I have looked at Twitter from time to time and seen some unflattering things posted about our company. I have also seen some very positive things posted. Seems like a waste to let such valuable feedback go unnoticed.
Although a little unusual in the company, I think I will send the architect of the customer retention program an email asking if she’d like to hear my thoughts about putting in a social media component to the program. The worst she can say is no and who knows, maybe she will want to pick my brain a little.
