Not that long ago dissatisfied customers used to ring up companies or show up at their door. Neither option was something businesses looked forward to, but they had to deal with it anyway. Then the social networking revolution came about and for a while it seemed like the internet would help improve customer service and lessen the hassle at the same time.
It did, but it also created another problem. People don’t tend to call customer service anymore, they just head to Facebook and start posting bile ridden posts about companies.
Dr. Donald Patrick Lim, chief digital officer of ABS-CBN and managing director of McCann’s digital arm, said companies must converge technology, performance and creativity, but they also need to address the social media threat, reports SunStar.
“Consumers today are very wired. They don’t call. They just go on Facebook and rant there,” said Lim.
As more and more people get tech savvy and dependent on social media for information, the rants can have a very disruptive effect and shouldn’t be ignored.
Many companies now offer online message boards and real time support, which is very convenient indeed. However it also poses a risk, as every unsatisfactory, inappropriate or downright daft chat from support staff can end up on social media in a matter of seconds, thanks to ye olde clipboard.