Case 2 – Business Case: Social Customer Service P. 259 Please write a formal sum

Question

Case 2 – Business Case: Social Customer Service P. 259

Please write a formal summary of the case before proceeding to answer the questions below: How does social media represent a threat to companies who limit their customer support services to traditional channels? When customers have a negative experience with a company, what are the various ways they can use social media to tell others about their experience? Explain why companies can no longer afford to limit their customer service to traditional channels (e.g., call centers). What are some of the frustrations customers encounter when seeking customer service support from a company?

Explanation / Answer

Summary of case study

Role of social media is increasing as the relationship between brands and consumers be closer and it turns to satisfaction of customers. Social media is now boon to the companies who have online presence and established image and brand across various social media. Social media can become threat to companies who are not available via internet or other social portals or websites and are limiting their customer service and other supporting activities to traditional channels because there are limited communication sources or contact points for customers who are unsatisfied or unhappy with the products or services. With help of social media consumers can now reach out via Facebook, whatsup, blogs , Twitter, and even YouTube with sharing of experience of using particular product or service so more people are made aware of good , best or poor customer service or will think before buying product or availing service.

How does social media represent a threat to companies who limit their customer support services to traditional channels?

Traditional source of contact of service support like phone calls, letters, in store support etc are only channels for customers to communicate with company to get support or information about product or service. Actually customers want to make complain or want to give feedback to companies. Traditional channels may restrict the accessibility of consumers in terms of communication. Unlike traditional media, only offers a one-way experience at media outlets broadcast information for only public consumption, social media offers two-way interactive approach for consumer to listen them also and give acknowledgement also. The social media universe encompasses wide spectrum of array of interactions as one is with more popular and familiar social networking sites like Twitter, blogs, feedback websites and Facebook etc. Businesses that have figured out increase in use of internet by prospective customers and then convert them to customers, are changing their marketing budgets to internet marketing from traditional advertising to generate more revenue and customer satisfaction. Companies do not have two way feedback mechanism are not able to answer customer query or complains.

When customers have a negative experience with a company, what are the various ways they can use social media to tell others about their experience?

Consumer can use online feedback mechanism to share experience about use of product or service. Online media like twitter, facebook, whatsup , intagram , youtube, webportals , customer feedback forum, yelp, reddit, etc

Example : JetBlue

JetBlue knows very well about importance to engage with happy customers as to have mechanism or ability of quickly problem-solving and responding complains of customers, dissatisfied with their service. They have set up twitter feedback portal for response and further communication. JetBlue takes care of customers who @mention them on twitter, but also to customers who talk about the brand in general. company's social media team is very active & tracking and monitoring various keywords and hashtags as well, so they can find feedback about company and respond to more customers.

Explain why companies can no longer afford to limit their customer service to traditional channels (e.g., call centers).

If customers use social media about negative feedback of product or service rather than using traditional source of communication, may of people can see negative feedback of company which impacts brand or reputation of company. Complains can be easily spread across internet and out of control if company do not respond. Some competitors might use these complains to market its rival company as negative brand. This will harmful for companies for online presence.

What are some of the frustrations customers encounter when seeking customer service support from a company?

If company is using traditional media and many customer services executives employees read and understand the problem from scratch at each time. This cause difficulty in handling queries and give personalized help in that problem. Every time employees have to listen or read problem from script. Customer services executives are not able to provide clear direction of service to the customers. While making phone calls long waiting are there which frustrate customers. There are little response from social media for complain or for any demand. Using Social media, companies can use faster mechanism to listen their customers. Unsatisfied customers can be easily identified and can be contacted directly and can offer personalized services.

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