Making the Business Case for Social CRM
Updated · May 04, 2010
Social media is a risky place for a business to be — bad customer service experiences can go from trending Tweet to millions of views on YouTube in no time. As this Tech Target story points out, this serves to illustrate the importance of having a business strategy for dealing with social channels.
“Consider, when director Kevin Smith was kicked off a Southwest flight for being overweight, Smith retaliated by tweeting about the unfair treatment and rallying his million-plus fans on Twitter.
“An unhappy customer of United Airlines took to YouTube to share his feelings about United’s baggage handling practices with a self-recorded video titled United Breaks Guitars.
“They’re not the only examples of companies caught unprepared by the advent of social media. The problem, experts note, is not that these companies have committed such terrible crimes but that their interactions with customers have become prime-time viewing for millions of other customers and prospects.”