Do Old Paradigms Hamstring Big Biz Social Media?
We’ve all experienced corporate structure at its worst—either as an entrenched member of the company team or perhaps as a customer trying to get a problem solved. Social media consultant and self-described tech geek Tamar Weinberg shared her experience with one big business, which she summed up as: “The apologies and the appearance of “I’m listening!” with no follow-through…”
It’s an excellent post (as always) that’s packed with insight. My takeaway: larger organizations sometimes get mired in an old customer service paradigm that doesn’t empower front-line reps to be “social” and genuinely responsive.
Tamar writes: “Customer service as a whole also needs to be changed entirely so that companies give their first responders access to internal resources to truly effectuate change.”
The key to success, then, is to empower social media representatives to make customer service a “social” experience for the consumer. Firms that bury a customer’s problems or concerns in corporate bureaucracy might just find themselves the subject of one or more negative blog entries or nasty online reviews.