Management

Making Support Social: Turning Customer Engagement Into Customer Success

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Social media is fundamentally changing how businesses and their customers interact.
According to Forrester’s Social Technographics® research, more than four out of five U.S. online adults use social media at least once a month.2 Most Internet users aren’t passively consuming content; they’re creating it: blogging, rating, commenting, debating and collaborating.
There are many reasons why the web is now social, but the most important reason is that online sharing is useful. Whether it’s Wikipedia’s ability to deliver information on essentially any topic, Yelp and TripAdvisor’s trustworthy reviews, or Facebook and LinkedIn’s ability to keep us connected with our friends and colleagues, we get value from information other people are sharing. Reciprocity, recognition, and a desire to have our voices be heard encourage us to contribute in kind. At its best, the social web fosters a virtuous cycle of participation and ongoing improvement.
Nowhere will the impact of the social web be stronger, or more beneficial, than in Service and Support. It’s true that Marketing is pioneering the enterprise’s involvement with the social web. But for them, it’s a double-edged sword. Brands are no longer in the control of advertisers or PR flacks, but in the words, messages, and even music videos3 of consumers.

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: ., 2010

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1-11

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English

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NONE

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Making Support Social: Turning Customer Engagement

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