it is hard to see any advertisements these days that doesn’t carry facebook or twitter symbol in it, starting from microsoft to a tech blogs, almost every business unit have their own facebook page, where they get to “like” by their existing customers and future customers, similarly with twitter, they get to follow/followed by customers and future customers and they keep track of brand related topicc. what is really happening here?
Mahindra and Mahindra’s Chairman Anand Mahindra is very active in twitter, i am fortunate enough to follow his tweets from the early days he has started tweeting, he interacts with his customers regularly, he educates what his company is upto to the public as well as for his team, he such admiring twitter from india, and someone who uses this medium perfectly, for eg: there was one customer had problem with his new mahindra xylo, after fighting with all possible service centers he tweeted his frustration, Mr.Anand Mahindra retweeted it and asked his next level manager to take a look at it(i think they are following his tweets regularly as well), after sometime i saw a article in magazine similar to “new way of customer care is born” where this customer happen to be Brit journalist living in delhi and pretty impressed with speed of the service carried over after Mr.Anand Mahindra intervened. this is not the one, there are several other stories like this with Mahindra alone, and there are many companies and corporate leaders doing similar job.
so thats one medium where customer real voice/frustration is heard and taken care of, thats the tone with twitter, and facebook on other hand, it works like a forum where we can gather all customers and future customers together, you might have seen “like” pages for many brands if you are using facebook.
so how useful it is for brands? this one works differently from twitter, i am following ford figo in facebook, ford figo has presence in twitter as well as in facebook, but i pretty much like their facebook page better, they are regularly updating their facebook page with offers, tips, information about the car, which is certainly useful for the owners, and the offers you are always willing to share with your friends if you are already recommending the product, i happen to face some glitches in the car, i wrote about the problem to their page, guess what??? within 15 minutes 25+ comments… including from ford figo page itself, customers recommended direct phone numbers etc.. the problem is solved. now thats innovative customer care.
how these two things can reshape our customer care industry?
- there should be a app for twitter that integrate with supervisor/agent screen pop, which will keep searching for the specific keywords that is relevant to our product. there will be some customer tweeting about the problem in the product, also praising our product, whenever a tweet is found that require support we can reply to customer and be some help, this way we reach customer when they have problem, than they try to reach us.
- there should be a app for facebook that will connect with agent screenpop, where customers request for help, our agents can reply to them promptly. apart from agent replying, our existing customers do take care of them as well.
- using facebook fbml we can design calendars, chats, pages and apps for our products.