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Using Twitter as a customer service channel
Use of social media, virtually anyone can submit a complaint about a company, its services or products. What this means for businesses is a need to quickly manage customer complaints so as not to increase and damage brand reputation. This is particularly applicable to Twitter, because their search functions in real time means that companies can monitor complaints customers and respond to them quickly.
Many companies maintain their own Twitter page, in an effort to provide a new type of customer service. In its model instead of the traditional customer service, where consumers have to approach and communicate with companies, businesses are increasingly proactive and seek actively for opportunities to mitigate customer complaints.
For example, U.S. Telecom giant AT & T maintains a Twitter channel (@ ATTCustomerCare), which has a team of dedicated customer who spend their days monitoring the AT & T and helping people with their problems. Your channel has more than 4,000 followers and acts as the customer site to address issues ranging from product information on defective products. This channel also centralizes Twitter the attention of AT & T customer goes online to individual customers (with complaints) to the accounts of the relevant departments' Twitter. They do it for services Tagged @ replies. In doing so, however, also means the company has publicly acknowledged the customer's complaint and any misfortune can be seen around the world.
From a consumer perspective, Twitter helps eliminate some of the common frustrations that surround the customer, including having to call several departments and wait for the dreaded 'please hold the line. "Having said that, because Twitter is a real-time channel, customers can also have higher expectations of customer service. Once the customer's complaint and tweet "companies recognize, customers expect a follow-up or resolution in a timely manner. After all, the company has publicly acknowledged his complaint, which means that consumers expect companies to enhance customer service.
However, before immersion in the companies using Twitter for customer care and support is important to remember that the key (as most media) is to listen. Companies such as Big Pond and his team of customer service (@ BigPondTeam) spend most of their time listening customers and proactively approach them. However, this means responding when both complaints and compliments are made, because this shows that clients are heard and valued. By making real-time search, companies can see what is said about them and what kind of complaints people are making. This helps to cut the outbreak of any problems that can scale. From a business perspective, Twitter is useful for customer service not only because it is a preventive system, but also because it encourages innovation. Companies are more responsive to their consumers, more is known about the needs of customers and find new opportunities to improve business service and products.
However, it is important to give context Twitter customer service in general. Although it is useful to understand how companies can use Twitter to respond and "nip" of complaints from customers, all customer service channels should be treated with equal consideration. Companies that focus Twitter and all the media runs the risk of caring more about your brand and reputation than they are with real service.
About the Author
Peter Applebaum
Tick Yes – Managing Director
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