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By now, most people understand the power and the value of adding a social component to your customer relationship management strategy. Perhaps you're not yet ready to go to full social CRM, but you no doubt recognize that there is a lot of value in engaging with customers in the ways they want to engage. As social media become ever more omnipresent, you'll have no choice but to engage with customers through those channels.
The worst thing you can do is engage in a dialog, but then leave the customer hanging as you try to iron out your internal processes. That has the same effect on the customer as a call center agent who's not empowered to solve problems - it leaves the customer frustrated and raises questions about your competency. It's better not to engage than it is to engage in a way that deepens the customer's irritation.
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