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Post by Mark Drespling
A Colleague of mine (Thanks Colleen!) pointed out a couple articles this week about Comcast and their success using Twitter as a tool to monitor and improve customer satisfaction. According to a recent Chicago Tribune article,
“…Researchers said Comcast benefited from its efforts to monitor customer feedback on blogs and Twitter so it could pinpoint disgruntled customers and address issues on a case-by-case basis…”
Like many large media organizations, customer satisfaction is key to both market and economic growth and this is another indicator that business is “getting it” and embracing emerging tools as essential to their business.
This post at Social Media Today details the Comcast/Twitter story even further with an in-depth analysis of the interactions with Frank Eliason, the man behind the Comcastcares Twitter account:
“…To date, Frank has sent 4,000 public updates to his twitter account, each under 140 characters. He answers questions as well as he can and sometimes forwards information to his office for direct follow-up…”
While the second account is one detailing a customer nightmare, it is clear that Comcast’s efforts to listen and engage directly with its customers, while not always solving the problem at hand, clearly is building stronger relationships and trust that may have not been there before.
These stories are not as isolated as they were a year or two ago and they will continue to grow rapidly over the next few years. I find that I cannot stress to our clients enough that the conversation is already happening and that the best way to minimize the bad and maximize the good is to just get in there. The tools are there and they are remarkably accessible. Ask yourself, how are you using emerging social media tools to connect with your customers? You may be surprised by how much or how little you are taking advantage of social media and no time is better than now to engage your audience.
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