Tuesday I wrote about why I think some marketers aren't jumping in to social media faster. In part, I think the feedback is too honest, some marketers don't want to listen and the last thing they want to do is create two-way conversations. Overall though, customer service is one of the best uses of social media and can have a major impact on corporate brand and reputation.
Twitter has been around (as far as we're concerned) for about a year. It's often misunderstood and frequently maligned by journalists and traditional marketers. Part of the issue is, in my opinion, the name of the thing. Twitter? Tweets? Twitterers? I feel dumb for saying these things and I always get the same reaction from people who I am guiding through the landscape.
However, to see the real value of Twitter you have to look past the name to the underlying potential. The underlying technology and architecture is the future of communication. It's a seamless publishing tool that you can use from web, mobile web, mobile app, desktop app, IM, widget, etc. and consume the content using the same methods. (You can check out my full presentation on Micromedia here.)
Here is a visual representation of Twitter's publishing and consumption model. The key is choice and flexibility on both sides.
Twitter is the ultimate customer service tool. It's live, instantaneous, community driven, open, two-way and multi-way, unfiltered and predictive. This is, however, only for the most advanced, customer-forward companies to attempt to use. You definitely need a black belt in customer service ninja techniques to do this well.
The first step is a piece of cake. Go to www.twitter.com and register an account. Point a designer at the page and have them outfit it with a branded background and custom style sheet so it looks like your brand. The account can be protected while you are doing the legwork to set it up and train employees.
Now comes the hard part. Twitter is live and 24x7. Staffing needs to be done accordingly and it's not something that can be started and stopped. Would you abandon a call center or an 800 number? Absolutely not and Twitter is the same thing.
So how does it work?
Once you have the account ready and have the staffing in place you can start promoting it. Be sure to give an overview of how to use it, make signup easy, create a video that walks people through the system. Most people will just use the web version. You can use Twitter's API to basically re-skin the system on your site so people don't know they're using Twitter. Create shortcuts for them to make interacting easier (like adding the @ sign for them when communicating directly.
Once the messages come in, you have to be monitoring. If nobody is available, set up a responder that kicks them back a message and tells them when you will respond. The key is to be fast in response, be honest in what you tell them and allow the entire community to see the conversation. Get Satisfaction is doing this with crowdsourced service, but isn't using Twitter.
Seems pretty easy right? It's not, but the power of listening, responding to issues in real time, letting your customers see this and get a feel for the level of care that you're providing is priceless. The reps that handle this communication need to be specifically trained on the medium and the "rules".
I'm going to break out each of these steps in posts next week and show how the system could integrate into an existing customer service plan.
What do you think? Is this doable? What companies could pull this off and thrive? Some are doing it one-way (service alerts, etc.), but nobody is doing live, open customer service like this.
[Update: Make sure you read Joshua March's great counterpoint post. Weigh in on this from your point of view.]