Customer Service's Role in Social Media


TOPIC QUESTIONS
Q1) Is Social Media converging the roles of Service, Marketing and PR, if so who owns it?
Q2) How do you scale customer service in social media?
Q3) How do companies prepare for social customer service?
   Event Details
Event Date:
     2010-03-09
Event Time:
     12PM - 1 PM EST
Participants:
     82
Tweets:
     649


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Moderator
frank-eliason.jpg
Frank Eliason
twitter:
web: http://blog.comcast.com
BIO: Here's what I think people may find interesting about me. I enjoy spending time with my family, new electronic gadgets and talking to people on the internet. Yes, I love to talk to Customers (it is why I love my job)! I am married to Carolyn and our children are Lily, Robyn and Gianna. I enjoy watching biographies, historical programs, and similar programs on channels like Discovery and National Geographic. I especially enjoy HD on my 65" TV (a g ...more
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Moderator
My email is .comcast.com">frank_eliason.comcast.com & blog is http://www.timetobefrank.com #SM50
Thank you! It was harder than I thought it would be #SM50
Yes #SM50
I agree, did not get to that but SM strategy needs to include PR, HR, Marketing and Service #SM50
RT : I want to thank Frank for a great session today. Lively convo. on an even livelier topic. Thanks to everyone. #sm50
I agree, just not trying to do Customer Service #SM50 I've seen PR people that do work well in #socialmedia :-) #sm50
Love to! .comcast.com">frank_eliason.comcast.com #SM50
Agree but still be themselves, it is all a balance! #SM50
I have seen PR and marketing people try to do service in social media, does not work! #SM50
RT : #SocialMedia tools are not the right cust serv tools for everyone. Get good people and get the #SM stars, rinse, repeat #sm50
RT : Great service happens from a series of defining moments. details matter. manage to the entire experience #sm50
RT : my point was simply, if you are not going to be the leader, at least be a smart follower #sm50
My experience is passionate service people work best, not social media people training in service. People see through that #SM50
I actually found you learn more in this space which can be used to improve through other channels #SM50 .
Here is my personal blog post on how to scale http://www.eliasonfamily.info/blog/?p=234 #SM50 #SocialMedia
trouble with most is they do not understand personal nature of the space #SM50
RT : Q3: a healthy dose of listening and monitoring should proceed any outward initiative #sm50
I was a manager of small service team first one was on 4th day. Customer blog to be heard, and love it when they are #SM50
We started down sm path slowly, PR asked us to help a blogger, we then started outreach when had time #SM50
Q3: How do companies prepare for social customer service? #SM50 #SocialMedia
Disagree, we've depersonalized relationship too much RT to me that would imply systems, automation #sm50
I'e always found for Service or SM, hiring passionate people is always best #SM50, against the grain of other service leaders
My old boss is not SVP of Human Performance within Customer Service #SM50
That is why my team has own id, avatar, etc RT SM works best when it's at a personal level #SM50
Trust me, not overnight! RT You can't change a culture overnight. #sm50
RT : is this scaling or simple redistribution of responsibility? Same amount of work spread over more people cc: #sm50
RT : RT You need a Twange Agent: Customer can make demands, but you still need a strong leader to implement change #sm50
What risks? I have not seen any Inevitably you must deal with mitigating the risks of Social CS #SM50
Example of what, the people? I can list out agents with that passion that email or post on my internal blog #SM50
Love themn One concept that we need to inject is notion of "custserv *culture*", i.e. Zappos. It's holistic & an umbrella. #sm50
I know many that are just as passionate #SM50
Or Culture throughout an organization. But who drives the change in culture? My opinion is Customer & service agents #SM50
RT : I disagree. Customer Service is a top down culture #sm50
Should we relook at how we do service? RT Those staff are more educated, cost more, take more time per issue #SM50
No we have tool that we can see the trends. I do not believe in asking Customer to do our work for us #SM50
Can SM allow for revolution?_ Problem isn't scaling. Good service doesn't exist. Needs to be fixed from bottom up. #SM50
Might be trouble with what is being measured #SM50
Why? RT 'finesse' taking place at current low volume of Social CS is beyond financial payback #SM50
Might be trouble with what is being measured #SM50
Why? RT 'finesse' taking place at current low volume of Social CS is beyond financial payback #SM50
Why not? RT I don't think it does scale at quality level we are currently seeing. It can't. #SM50 #Socialmedia
Here is Brian Roberts, CEO for Comcast about Twitter http://www.youtube.com/watch?v=5q4n9iA2JG4 #SM50
So true, should never have happened in my opinion RT Let's face it, the time of "scripted" Customer Service has passed #sm50
Q2) Many have said social media Customer service does not scale, we are smart here, how can we make it scale? #SM50 #Socialmedia
SM will force the culture change RT Then there needs to be a culture change to alter perception & degrees of respect #sm50
Love it RT Have u seen def of the new CCO? It's a Chief Culture Officer. So true. Need to understand new Culture! #sm50
Hard for CEO to listen to every call, but easy to search Facebook or Twitter. Now Customer is in their face #SM50
Hard for CEO to listen to every call, but easy to search Facebook or Twitter. Now Customer is in their face #SM50
A lot of people like CCO, my opinion is Customer Service has done a poor job of showing importance to an organization, sm changes that #SM50
Yes I think it may be RT is a CCO an evolution off a community manager? #sm50
Yes I think it may be RT is a CCO an evolution off a community manager? #sm50
We have to get rid of the factory mindset in businesses. Every leader should read Seth Godin's Linchpin #SM50
RT : CCO would do it! We still think in terms of the old org. chart, but we need a new one that better reflects social. #sm50
RT : Q1: Customer serv embodies do much more than just Maketing and PR. it is process, product, vision...training #socialmedia #sm50
I actually agree, and believe they are separate functions #SM50
RT : Customer service is the new marketing? They augment one another, not replace. #sm50
So true, to me this is a communication channel, like phone, mail, email, chat. Difference is this is owned by the Customer #SM50
I have called for companies to have a Chief Customer Officer #SM50
RT : Is it about convergence, or breaking silos? Perhaps we need to rethink the structure, replace the CMO with a CPO (people). #sm50
RT : Most cust. svc is reactive in nature, most (not all) mkt and pr is proactive. I think that divide will always exist #sm50
Q1) Some say Customer Service is the new marketing, other discuss convergence of PR, Marketing, Service. What is it? Who owns it? #SM50
Are we ready? Here comes the first question for #SM50 Customer Service #socialmedia
6 Minutes to go for #sm50 #Socialmedia Coffee ready, screen set up, ready to go!