Social Media continues to be a “hot topic” in marketing and customer services discussion arena’s. I stumbled upon an article on Customer Think with the title: CrowdService: A Clear and Present ROI for Social CRM. One of the many articles that promote usage of Social Media or Social CRM for Customer Services.
Customer services in general is not that great
One line in the article caught my special attention:
About two-thirds of U.S. consumers believe that companies should ramp up social media usage to “identify service/support issues and contact consumer to resolve.”
This one line proves to me more than that there is “a clear and present ROI for Social CRM”. This line tells me:
- Companies have not been listening to their customers very well, and
- Companies have not been able to resolve their customer’s issues very well, and
- One of the above, or a combination or both, is true for two-thirds of consumers
Little efforts in the past could cure Customer services
Despite all efforts been made over the past decade or two, despite of all good interaction channels we have available, despite (or maybe because of) the wide spread of Customer Relationship Management (systems), despite Total Quality Management, despite business process re-engineering, despite quality monitoring efforts in the call centers, despite … this list can go on and on and on…
Despite all of the above and more, we still have accomplished too little, according to two-thirds of consumers..
Is social media the cure for poor Customer service?
And now Social Media or Social CRM is being presented to be the solution to start listening, engaging with our customers and solve their issues. I like the idea, but have the following reservation: if in your company, all or a good part of the above mentioned efforts did not succeed, you will have very little chance that implementing Social Media or Social CRM will make you successful.
Only if you start listening first
If you want to be successful in your business, or with Social Media for that matter, you need to start with one thing first: listen.. seek first to understand and then to be understood..
If you want to be successful you need to change the DNA of your company, of your people. You need to change from an inside-out to an outside-in thinking and breathing customer-centric organization. This requires a change in the course of your company’s evolution.
Social Media cannot make you a good listener.. Can you?