While I believe that social media is a great platform for customer support, I think our current views of what is acceptable in terms of response time or expected quality of service for social Customer Relationship Management (CRM) is destined to fail. The expectations I am thinking about center around how many think companies should bend over backwards for a customer just because they Tweet.
Last week a good friend posed a question in a social group about a company not getting back to her after tweeting to them about a duplicate charge. While I felt her pain, I went on a rant of my own about social CRM and the expectations that we have.
Many of us have had a poor experience with a company and have taken to Twitter or their Facebook page to rant. For those of us working in social media, this is a natural process and we often feel like hey I should get an answer really quick.
Therein lays the problem. Being active in the space, we have a distorted way of thinking of how support SHOULD be rendered because it is either what we practice for our companies or read case studies of companies like Zappos who flat out kill it on customer service.
Now before yelling at the top of your lungs take a deep breath and repeat after me:
- My life does not hinge on my angry Tweet
- My Klout or Kred score does not matter
- I am not more important online than I am in person
You see while social media may be vital to what many of the readers of this blog do for a living; social media is actually a small sliver of what businesses are focusing their efforts on. With that said, many companies do not invest in around the clock customer support. Sure that might seem blasphemous in the day and age we live in, but it is a reality.
Without 24-hour support, how can we expect a company to invest the time of an employee managing Twitter or Facebook around the clock if the volume is lower than that of phone support? We can’t.
If we do not take our standards of social media support out of unicorn land, we’ll never be satisfied. I expect to see the social CRM space evolve over the next 12-18 months, for now it is a work in progress. Until we get to that point all of us talking heads in the social media space need to check our collective Klout scores at the keyboard.