Customers are having conversations about
companies, with or without the company’s involvement with those discussions.
Someone in Cord’s comments suggested the way to engage with customers online is
to have your PR department be new media-savvy and do the correspondence. Having
the “traditional” PR person as the one to respond concerns me, as I believe customers are looking for authentic responses, not
carefully crafted company statements.
Creating a place on your own site, such as
a community or a blog, is a great way to keep the conversation in your backyard
- as long as you allow comments and take the time to respond. Southwest
Airlines has done a good job of engaging with customers online, and they
use their blog as a feedback channel for ideas, concerns, and questions.
Everyone at SWA takes the time to write and respond, including pilots and the
CEO. For example, their recent business decision on whether or not to assign
seats was put to their customers in a few different blog posts; the most recent
one elicited over 360 comments!
Source: Customer service: the art of listening and engagement
through Social Media (Brian Solis and Becky Carroll)
e-book
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