SHARE



ABOUT THE AUTHOR


Jeanne Bayerl
Jeanne Bayerl has over 25 years' experience in the Enterprise Communications market in North America and Europe. She is...
Read Full Bio >>
SHARE



Jeanne Bayerl | October 30, 2011 |

 
   

What Is Your Marketing Department Promising Your Customers Over Social Media Outlets?

What Is Your Marketing Department Promising Your Customers Over Social Media Outlets? Your social media strategy must factor in not just marketing outreach and monitoring, but it must also fully integrate your customer service organization.

Your social media strategy must factor in not just marketing outreach and monitoring, but it must also fully integrate your customer service organization.

I recently read a whitepaper on best practices for integrating social media and customer service and the central hypothesis really resonated with me. Social media is clearly one of the latest buzzes in marketing, my chosen "métier," as the French say. No one is immune from the conversation. It’s sort of like buying IBM in the old days--if you’re "going social" you can't be wrong.

And that's for very good reasons. I don't need to tell anyone about the huge potential for reaching new and existing customers in this new Web 2.0 nirvana, if we can just crack the code. As consumers we all see it every day--all the incentives to “like” or "follow" a company. Free appetizers, 20% off coupons, you name it. We're all trying to figure out how to best capitalize on this new media and add it into our marketing mix, whether we're in B-to-C or B-to-B businesses. We're using it to strengthen our brand, expand our customer base, and slice bread while we’re at it. To our credit, we’re creative, passionate, excitable people! And we’re excited about this! So it's not uncommon or unusual for a company's "Social Media Lead" to be someone within the marketing organization, or possibly within corporate communications, a close sister to marketing.

However, we've also all heard the horror stories about damage that can be done to a company's brand with a clever rant from an irate customer--as an extreme example, the now classic "United Breaks Guitars" video has over 11 million YouTube views. It starts by spreading first on social media outlets. Hopefully it's caught by that summer intern in marketing, or perhaps a more sophisticated monitoring service, before leaking out into the regular press as a funny story about a social media rant. Then poof--in comes the "Social Media Lead" to fix it--this person from marketing, not customer service, throwing everything at the irate customer to fix the problem and save the brand.

Let me ask you: Would you put a marketing person on the phone with that customer if they had called into your contact center? We're not customer service experts, trained in profitable conflict resolution with specific guidelines and SLAs to uphold. We just want to help find and maintain customers, and make them happy! So we may have saved the customer, saved the brand (at least for now), but we've also rewarded this vocal and influential (though perhaps not big-spending) customer for this route to resolution, and trained others for the future. And even when someone from customer service is brought into the resolution, often they have little context and history around the conversation that has taken place to date, teeing up an undesirable customer experience, perhaps fueling further ranting about poor customer service.

So clearly, social media customer engagement is a wide-reaching topic that needs to be addressed with a consistent and coordinated strategy across the enterprise, with the right breakdown of roles and responsibilities and processes for information sharing across different organizations. This strategy needs to factor in not just marketing outreach and monitoring, but it must also fully integrate the customer service part of your organization; everyone must be made aware of what the others are doing, and everyone does what they do best. So as you are building your Enterprise Communications strategy, how you are linking these new pieces of the puzzle together for efficient cross-organizational communications and information-sharing should be an important question to ponder.





COMMENTS



August 16, 2017

Contact centers have long been at the leading edge of innovation in communications technology, given their promise of measurable ROI and the continual need to optimize customer interactions and sta

July 12, 2017

Enterprises have been migrating Unified Communications & Collaboration applications to datacenters - private clouds - for the past few years. With this move comes the opportunity to leverage da

May 31, 2017

In the days of old, people in suits used to meet at a boardroom table to update each other on their work. Including a remote colleague meant setting a conference phone on the table for in-person pa

August 16, 2017
World Vision U.S. is finding lots of goodness in RingCentral's cloud communications service, but as Randy Boyd, infrastructure architect at the global humanitarian nonprofit, tells us, he and his team....
August 11, 2017
Alicia Gee, director of unified communications at Sutter Physician Services, oversees the technical team supporting a 1,000-agent contact center running on Genesys PureConnect. She catches us up on th....
August 4, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, has lately been working on integrating enterprise communications into Internet of Things ecosystems. He shares examples and off....
July 27, 2017
Industry watcher Elka Popova, a Frost & Sullivan program director, shares her perspective on this acquisition, discussing Mitel's market positioning, why the move makes sense, and more.
July 14, 2017
Lantre Barr, founder and CEO of Blacc Spot Media, urges any enterprise that's been on the fence about integrating real-time communications into business workflows to jump off and get started. Tune and....
June 28, 2017
Communications expert Tsahi Levent-Levi, author of the popular BlogGeek.me blog, keeps a running tally and comprehensive overview of communications platform-as-a-service offerings in his "Choosing a W....
June 9, 2017
If you think telecom expense management applies to nothing more than business phone lines, think again. Hyoun Park, founder and principal investigator with technology advisory Amalgam Insights, tells ....
June 2, 2017
Enterprises strategizing on mobility today, including for internal collaboration, don't have the luxury of learning as they go. Tony Rizzo, enterprise mobility specialist with Blue Hill Research, expl....
May 24, 2017
Mark Winther, head of IDC's global telecom consulting practice, gives us his take on how CPaaS providers evolve beyond the basic building blocks and address maturing enterprise needs.
May 18, 2017
Diane Myers, senior research director at IHS Markit, walks us through her 2017 UC-as-a-service report... and shares what might be to come in 2018.
April 28, 2017
Change isn't easy, but it is necessary. Tune in for advice and perspective from Zeus Kerravala, co-author of a "Digital Transformation for Dummies" special edition.
April 20, 2017
Robin Gareiss, president of Nemertes Research, shares insight gleaned from the firm's 12th annual UCC Total Cost of Operations study.
March 23, 2017
Tim Banting, of Current Analysis, gives us a peek into what the next three years will bring in advance of his Enterprise Connect session exploring the question: Will there be a new model for enterpris....
March 15, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, discusses the evolving role of the all-important session border controller.
March 9, 2017
Organizer Alan Quayle gives us the lowdown on programmable communications and all you need to know about participating in this pre-Enterprise Connect hackathon.
March 3, 2017
From protecting against new vulnerabilities to keeping security assessments up to date, security consultant Mark Collier shares tips on how best to protect your UC systems.
February 24, 2017
UC analyst Blair Pleasant sorts through the myriad cloud architectural models underlying UCaaS and CCaaS offerings, and explains why knowing the differences matter.
February 17, 2017
From the most basics of basics to the hidden gotchas, UC consultant Melissa Swartz helps demystify the complex world of SIP trunking.
February 7, 2017
UC&C consultant Kevin Kieller, a partner at enableUC, shares pointers for making the right architectural choices for your Skype for Business deployment.
February 1, 2017
Elka Popova, a Frost & Sullivan program director, shares a status report on the UCaaS market today and offers her perspective on what large enterprises need before committing to UC in the cloud.
January 26, 2017
Andrew Davis, co-founder of Wainhouse Research and chair of the Video track at Enterprise Connect 2017, sorts through the myriad cloud video service options and shares how to tell if your choice is en....
January 23, 2017
Sheila McGee-Smith, Contact Center/Customer Experience track chair for Enterprise Connect 2017, tells us what we need to know about the role cloud software is playing in contact centers today.