Needlepointed Cliches Turned on Their Heads

I saw a shipping company truck yesterday with the slogan "Thinking about boxes is our business; thinking outside of them is our passion." This twist on a very tired and overused slogan reminded me to preach, once again, that our best marketing efforts maintain the consistency of our product branding and message but sometimes just give it a little freshening up or new technology and reach boost. Yes, for the umpteenth time, our "digital dialogue" should represent the best of our F2F customer engagement and we CAN personalize it but providing the following:

1. Diversity of access. People have different learning styles; technical comfort levels; and time constraints. How MANY access points do we offer to our content, message and products? Do we provide a balanced blend of "standard" RSS, email subscriptions, and "Follow us on" options against inserting and validating NEW media and mobility applications?

2. Responsiveness. Are we insuring that any interaction application (blog comments, "get more information", "chat with a LIVE support specialist", etc. are sufficiently provisioned and that we are establishing the right expectation with our subscribers, customers and potential audience? Those that followed my Tweets a couple of years ago with Verizon Wireless will be very aware of my opinion about companies that provide a social network customer support option and then neither empower the responders to help NOR resource the support channel appropriately so that customers get timely and pertinent responses rather than auto-responder templates scripts.

3. Spelling and Grammar and Grace STILL Count. First, if you expend the resources to buy keywords and then misspell them throughout your content, um, that should be an obvious problem. Second, people notice egregious misuse of the English language. Certainly, make your tone and content audience appropriate, but indulge me with a little attention to proper sentence structure, punctuation and professionalism. I recently took to grading (yes, letter grades..) some Live Chat and customer support emails, just to make the point that introductions and closing and some please and thank you insertion are not only appropriate but can change the tone of a customer interaction dramatically, even if the underlying issue cannot be solved. Try it!

4. Mobility. As much of a tangible written-word advocate that I remain (actual books; no Kindle), I gently remind us all that not everyone can read our blog posts, sites, and other erudite commentary on their Smartphones, etc. unless we have optimized our content to be accessed this way. Know your audiences and consider making the content and interaction accessible to the X% of your customer base that wants the coupon now and wants to walk it into a brick and mortar store and display it on their Bberry rather than print it out and forget it on their kitchen counter.

Just some randomly organized musings for a early and rainy (surprise) morning, somewhere east of the Emerald City.

As always, my regards,

LIsa

Resisting Crowd-Sourcing My Opinion

I've been a fan of Malcolm Gladwell's for quite sometime and have been monitoring with great interest and amusement the debate surrounding his discussion of social media and its role (or non-role) as a channel for the new activism. Although Gladwell acknowledges the power of the "weak ties" that are enabled by the thousands of connections made possible via Facebook, Twitter, etc., he contrasts the power of this channel to actual F2F social challenge of history. As I have preached often, the power of social networking is only realized when we embed our digital dialogue and debate with as much of our in-person behavior as possible (I don't mean emoticons) and we individually challenge opinion and invite new thought and nuance. In other words, let's not get lazy and default to "Like" versus listen and exchange.



A colleague of mine has suggested that Facebook ought to offer a "Dislike" button. That's a little better. What if we digital couch potatoes had at minimum, the opportunity to disagree easily? Would that spur a little more independent thought and engagement? I know that we marketing folk like to look for prevailing trends, but I, perhaps perversely, am rabidly curious about anomalies as well. I think it behooves any operational group: customer service, development, sales and marketing; to at least explore why a customer would vary from the norm. If 75% of a survey group is interested in a new product, but just one out of 400 respondents takes the time to not only indicate that they are NOT interested, but chooses to provide some reason, is that not worth our attention? I've always made a case that if organizations choose to be "out there" in the world of social media and networking, they must include these channels as part of their integrated marketing, customer service, etc. channel FIRST and be prepared to address, in some fashion, ALL offered opinions. (I don't necessarily mean that we have to individually address every Tweet, post, blog comment, etc.)



The bottom line is that I perhaps suffer from a case of terminal uniqueness or perhaps my ego is too large to think I can just "join the cause" or jump on the bandwagon without offering my own spin or thoughts. I expect and demand deeper conversation as a result of my digital dialogue and am not entranced by the numbers of followers or friends that I have but the quality of the engagement. To the extent possible, I attempt to extend this approach to my B2B and B2C relationships as well. Of course, we have to model the majority of our approach to the common customer denominator, but if we pay attention, I believe that the diversity of opinion is illuminating.

Look for Social Media Participants Outside of Marketing!

I was a little confused by a colleague's frustration that he was the "only" one at his very large, high-technology consulting firm that was making a social media and networking effort on behalf of his organization. He is tasked with developing strategies for these channels as he is in marketing, but I was a little stunned at his claim that nobody else was engaging in digital conversation. After about five minutes, I realized that as much "out-of-the-box" and open thinking we may think we are doing as businesses regarding availing ourselves of these channels for marketing, sales and customer dialogue, we may still be constrained by our traditional approaches and silos in terms of our implementation. Folks, chat rooms, blogs, and IRQ instant-messaging were around long before Facebook, Linkedin, and YouTube were even a glimmer in the parents of those applications' developers eyes and digital social networking and conversation is happening ALL over our organizations. I thought I would make a couple of quick suggestions as to how we might harness this dialogue and encourage participation before I launched into my much delayed Predictions for 2010 Post! :)
1. Survey ALL employees about their Twitter, Linkedin, Facebook, Ning, blog, etc. participation and engagement.
2. Make suggestions about interesting and relevant communities, Linkedin Groups, blogs, Fan Pages, where it would be fruitful for you to have ears and members.
3. Open the channels of communication in all divisions regarding what is being "heard" and posted about your solutions and products.
4. Include your internal constitutencies and participants in your social media and networking practice metrics and measurements. If an employee in H.R. mentions her excitement about the release of a new security package in her benefits Linkedin group, it counts as exposure.
5. Consider non-traditional groups in your analysis. I was speaking with the VP of Marketing for an electrical components distributor the other day and he mentioned that one of his warehouse employees had run across some comments about the company in a contractors on-line community. I suggested that he include this type of feedback in his marketing strategy and consider doing some basic corporate communication training with the warehouse employees about ways they might respond to feedback in that network.
6. Consider including Linkedin, Twitter, Facebook, Skype, etc. addresses in email signatures, business cards, etc. for all employees.
7. Keep the "social" in this ever-evolving and expanding discipline. Whether every employee has a specific contriubtion role or not, it is likely that they and their networks are a rich source of information for us.


Jay Baer is quoted as saying "Remember in social media everyone's a teacher and everyone's a student."

Sources for digital dialogue and often content may often be way outside of our traditional marketing, p.r., and customer relations roles.

Warmest regards,
Lisa

Related articles by Zemanta

• HOW TO: Take Advantage of Social Media in Your E-mail Marketing (mashable.com)
• Davos 2010: Businesses miss the point of social networks - it's about listening (telegraph.co.uk)
• Professional Awareness For New Media Types (mt-soft.com.ar)

Steal This Blog Post

Abbie Hoffman's dissident treatise on how to survive in "Amerika" inspired a fairly tortuous train of thought for me this morning as I foraged through my various social networks in search of professionals who might be interested in hearing about the solutions and services that my company offers. Perhaps more the title than a deep analysis of Hoffman's metaphor, got me thinking about the way we are currently measuring our impact in the social media and networking world as a count of followers, ReTweets, connections, etc. rather than applying a value metric to those who read our posts, thoughts, or just subscribe. Many B2B's have jumped on the proverbial Twitter, Linkedin, and Facebook bandwagons with corporate profiles and individual contributors, but are we ready and able to efficaciously measure the resources we are expending in these efforts in any other fashion that a self-congratulatory column in TweetDeck that captures mentions? A 2009 CMO study still indicates that we as business marketers and relationship specialists are still failing to leverage the voice of our customers and business intelligence in any comprehensive and effective fashion (http://www.cmocouncil.org/news/pr/2009/012609.asp). What a shame. In previous posts, I have suggested that we develop a comprehensive strategy for our social media and networking engagement that aligns with our overall marketing and business strategy; that we perform a social media risk assessment; or at the bare minimum, we listen to what our customer, competitors and others are saying about us. The tools to support these efforts are evolving, slowly, but they are becoming available at all levels of investment. And now, we have another caution in the form of the FTC guidelines for branding and advocating on-line. My strong suggestion, is that those of you who are ready to throw up your hands; leave the SMN world (as Verizon seems to be doing on Twitter); or continue to adopt a wait and see attitude, decide instead to return to the basics….

Some simple steps:

1. Update your Business Marketing, Sales, Customer Satisfaction, and Lead Generation Strategies to potentially incorporate the use of social media and networking. Some very simple tools are available that you may already have in your kit. For example, Hoover's subscribers can see any connections in Linkedin that they have for the company they are researching. This provides an alternative outreach method that is slightly warmer than an email campaign using a paid-list. If I am a member of the same group as a prospect, we naturally have some shared areas of interest.
   
2. Retool your messaging to be appropriate for the social media or networking applications that you decide is appropriate for your organization. Clearly, a full case study cannot be Tweeted and just Tweeting a link doesn't compel the reader to click. Try and provide the right information within the application itself and then provide a link for more.
   
3. Assess the power and cost-effectiveness of including audio/video/photos in your social media and networking campaigns. Numerous studies indicate that website conversion rates and clicks increase when multi-media is introduced in our messaging. I have tested this anecdotally in my own accounts and the Tweets and profile updates that include multi-media have a 5x number of hits versus a plain message.
   
4. Reassess your strategy and the application marketplace at minimum every six months, preferably more often. Add-on apps to all of the SMN tools are proliferating daily and are worth some attention.
   
5. Continue to refine your definition of meaningful social engagement and your processes for turning listeners or those who comment into clients and promoters.
   
6. Don't just count the numbers! Although it gives me a secret sense of pride to have a connection request granted or find someone who I consider a guru following me, I can't honestly say that I effectively mine these numbers to determine the value to my messaging efforts.
   

Just some humble thoughts…..Please STEAL THIS POST! J

Warmest,

Lisa Hoesel

Related articles by Zemanta

• Social media networking basics for professionals (thecauseisthehabit.com)
• Ogilvy On: Twitter for Business (slideshare.net)
• Social Media Confuses Businesses (socialmediatoday.com)
• 19% of Internet users use Twitter or update status site : Up nearly 100% since April (kevin.lexblog.com)

I Have Little or NO Control Over What You/They Say

I was chatting with a colleague today about some contract provision revision (like that little alliteration::)) that had to do with control over content. In today's world of digital conversation, re-Tweeting, and a multitude of ways for inserting and sharing content, the days of NDA's, contract content control, and email disclosure statements seem, well, like shutting the barn door AFTER the proverbial collateral colt has galloped. I am often finding myself in the position of asking, as my esteemed friend and associate, Umang Shah of CubedConsulting queries: "Why not?" I think that an almost metaphysical revision of our corporate digital dialogue is necessary and appropriate in an age where being "talked about" is an extremely significant factor in the recognition of our brand and presence. Although I'll stop myself short of suggesting that we dismiss our legal mavens and send NDA"s the way of word-processing teams, I will offer the following:

1. Consider suggesting, even recommending that customer collateral (as long as you have agreement from your client) is "re-peated/Tweeted", shared, emailed, posted, etc. If your reference client has been brought into your program with the appropriate staging, advocating the wide-spread dissemination of a case study about your relationship with them brings them kudos and recognition as much as it brings to you.
2. Challenge your clients to comment, suggest, invite, "talk amongst themselves". The more open that you are in your digital conversation; the more you are perceived as honest, proactive, sincerely interested in the thoughts and input of your clients.
3. Shift the balance of content to externally appropriate and available. Not only will the advance your SEO goals, but for the more casual browsers among your potential clients, it affords a much broader and rich perspective of your relationships with your clients and your corporate persona than continuing to ask them to complete the "contact" exercise. I may be a little jaded, but I like to have a lot of context at my disposal prior to providing my contact information on a corporate website.
4. Hopefully, "they" are talking about you behind your back anyway. I have posted and re-posted, shared and re-shared this point, but our objective is to be the subjective of a digital conversation, whether we have "control" over it or not. My suggestion is that we provide enough juice for people to buzz about and then we follow some strategy regarding our interaction with the same. I propose that even predominantly negative commentary provides us with rich oppportunity for demonstrating our ability to face adversity, resolve problems for our clients, and truly shine.
5. Let it Go. If we are meeting and exceeding our customer service, delivery, SLA, develoment, customer relationship goals, then the conversation about us in the Twitterverse, Blogsphere, community and social media communities should be a wonderful resource for us to mine for our more traditional collateral efforts. Again, the social media and networking applications are TOOLS NOT STRATEGIES, so our efforts should continue to focus on the internal infrastructure, workflow, and teams that create and deliver products and services themselves, not on how to control the communication about them. Right? :)

Warmest regards,
Lisa

Related articles by Zemanta

• Dear corporations: nothing else matters if your customer service s**ks (heidi-miller.com)
• 25 Steps To Fortify Your Customer's Brand Relationship With You... (thecustomercollective.com)
• Expanding Our Idea of Listening in Social Media (socialmediatoday.com)

True Tales from The Twitterverse-Where did VZ Go?

In my last post, I shared, with some trepidation but more excitement, that Verizon had initiated a digital conversation with me via Twitter after an unfortunate phone-based customer service experience that I was reporting live. I've re-told this story a number of times in various environments over the last couple of weeks and have been hopeful that I would be able to report that a successful expansion of this digital dance between my internet/wireless/landline/ provider and myself. A brief re-cap:

I called the dreaded 800 number after discovering that my electronic VZ payment had not posted and I had inadvertently double-paid. I got lost and transferred and scared in customer service phone-land and began Tweeting the hold time, multiple transfers, and mounting frustration. The next day, VZ began following me on Twitter and we began "chatting".

Since our initial "introduction" Verizon and I have exchanged a couple of DM's and my ego was massaged by the following message and the fact that a Verizon FIOS technician began following me (we don't have FIOS in our little burg and I desperately want it!):

VZHelpNetworkThank you for your interest in our site. Please look at @Verizon as our SMN Strategy evolves.6:04 AM Sep 4th

Now, I'm in post-third-date-no-phone-call mode…..I know that I am one of millions served by Verizon, but I really thought we had some sparks. As Verizon is in trial-mode for their Twitter Help service, I assumed that they would be as excited about my willingness to openly and passionately share my thoughts and ideas with them. Big Sigh; lessons in humility learned; opportunity to re-affirm some basic Social Media and Networking principles for clients that I coach:

JOIN: In order to participate in a digital dialogue, you have to join the conversation. Verizon is clearly testing the conversational waters and I applaud their efforts here. Be present in the same conversational forums as your clients, prospects, and competitors.

INTRODUCE: Don't just wear the proverbial digital nametag; share some basic information about yourself beyond your name. Verizon "told" me why they were on Twitter and reaching out to me; all of us should do the same as we are reaching out to our various digital audiences.

OFFER: Bring some current news, updates, helpful suggestions, CONTENT to the party. As I have been following @VZHelpNetwork over the last couple of weeks, I can't help but notice that most of their Tweets begin with "I'm sorry you're having some trouble." It would be nice to see some links to other Verizon resources, suggestions, solutions that could inform and educate us all. I have also repeated ad nauseum in the past that if you are going to publicly dialogue with others in these applications, at least let the rest of us in on the nature of the conversation! Don't be exclusionary; use this as the opportunity to demonstrate your true helpfulness!

EXPAND: I have been suggesting to clients that they look at the networks of people that they follow or to whom they are connected for ways of expanding their audiences, prospects, clients, etc. It stands to reason that the friends, family and colleagues that are following me could very well be Verizon clients! What an opportunity for Verizon Help to turn not only me, but a host of my connections into positive testimonials for them!

LISTEN: I know, based on this experience that Verizon has begun to experience some digital ear burning, but are they just hearing the commentary of their customers or are they really listening. Some time back, I wrote about the difference between "hearing" and "listening" in the digital B2B conversation. I think that if we are going to commit to providing service via social media and networking, we really need to fine tune our "hearing" acuity and respond specifically rather than generically to questions that are posed. I don't think that we have to create specific and distinct messages for each digital dialogue, but I do think we need to do more than just acknowledge the questions of our clients and provide "templatized" responses. To the extent that our resources allow, truly individualized our response in digital conversation goes along way toward the longevity of the customer satisfaction.

I developed a somewhat tongue-in-cheek Digital Conversation Scoring System for a client as a way to relate my belief that a digital conversation should emulate as much as possible our Face-to-Face interactions:

Lisa's Digital Conversation Scoring System

• I would walk across hot coals to engage you in a chat again!
  


• I would chat with you at some length and then ask our friends to join us!
  


• I would re-introduce myself, ask you how you have been, inquire about any new events, and either continue or excuse myself depending upon your response.
  


• I would wait until you approached me to engage with you.
  


• I would hide in the women's restroom or walk down a different aisle at the grocery store to avoid a conversation.
  


• I don't know you, have never been introduced to you, and I don't know anybody who knows you so I can't have a conversation with you, although I might listen to you if I am trapped and need a cure for my insomnia.
  

Today, Verizon is at a three, because I do applaud their efforts and am curious about the evolution of their Twitter Trial.

Stay-tuned and as always, my warmest regards,

True Tales from the Twitterverse - The Verizon Twitter Ears are Listening!

On August 24th, 2009, my phenomenally good luck with Verizon customer service ran out. I was engaged in my month-end expense filing activity and pulled up my on-line MyVerizon account only to notice that it appeared that I had NOT paid my bill. My knee-jerk, panicked reaction was to hit the "Pay Bill Now" option, as I am far too trusting of technology on occasion. After milliseconds of reflection, I recalled that I had, in fact, paid my bill on the 17th and proceeded to dive into the "to file" pile to find the confirmation number. The Twitter Tale begins:

I call the customer service number on the paper bill (I know, not very green, but I still have to file expenses in a fairly dated fashion). I chose option #1 for billing and waited. As I was multi-tasking, I enabled speaker-phone and listened to the hold music and various disclaimers for some time before the theoretically billing-questions-enabled customer service representative answered. When I explained my "double-payment" and "why was the first payment not reflected in the on-line statement" issue, I was abruptly told that I would have to be transferred to "that" department. ?. I thought option #1 was that department. After some time, the line was answered by another indiviudal, to whom I repeated my phone number (I never really get why they can't transfer the number along with the call) and my concerns and was immediately told that she did not have access to my billing records. Back to on-hold land. This is where the Twitter Tale truly begins. I actually was able to create pineapple upside-down cake batter FROM SCRATCH and get it in the oven before I decide to start Tweeting. As I am ultra-sensitive to the nuances of customer service and I have (unlike many others) had fantastic service from Verizon in the past, I don't think I was ever vitriolic, just stunned and curious about not only the initiating circumstances, but how Verizon would respond.

Tweet #1:
Luck w/Verizon Customer Service just ran out....47 min and counting on hold for simple bill ? two transfers so far!12:24 PM Aug 24th from TweetDeck

Minutes after posting this Tweet, the hold music stopped and I heard the initial IVR message regarding my various options for service, including "Press One for Billing Questions." What? Is there a time-out feature? I thought that we were looking at my billing records? Back to Tweetdeck with the following:

Tweet #2:
If Verizon had active SM Twitter Triage they could turn this now....now getting same msg about verifying acct.12:26 PM Aug 24th from TweetDeck

As part of my research for an earlier post about Social Media Risk Assessment, I created a Tweetdeck column around "Worst Customer Service." Verizon shows up daily and I have made the assumption that the individuals posting these truly nasty remarks are the exceptions. I also made the assumption that as a digitized, communications enabler, Verizon had developed a robust multi-media strategy for facilitating customer interaction in a variety of ways. (That is what I would recommend to them if they hired me to do an assessment.) So, I decided to make the best use of the hold-time and turn this experience into a metaphor around social media and networking's use in customer service practices. Thus:

Tweet #3:
Verizon customer service analysis Tweeting live right now!12:27 PM Aug 24th from TweetDeck

Tweet #4:
Verizon-1st billing transfer had to look up billing records 43 minutes later back to original account verification process?!? 51 mins now!12:28 PM Aug 24th from TweetDeck

Very shortly after this Tweet, (I had chosen Option 1, again, and repeated my phone number), my call was answered by Nicole (sp?) in Arizona. After relaying not only my initial query but my travels through the land of interminable hold and transfer-land, Nicole apologized profusely and immediately offered a couple of solution to the initial dilemna. Unfortunately, one of them would involve yet another transfer to another department and quite frankly, my time outweighed my curiosity at this point so I chose to keep the second bill payment as a credit. Nicole's apparently sincere concern regarding my experience and her immediate offer of two solutions were sufficient, however, for me to offer:

Tweet #5:
Verizon-Nicole in Arizona is the way that customer service should happen!12:33 PM Aug 24th from TweetDeck

Although not completely satisfied with the outcome (I make a lot of phone calls and abuse my Blackberry for all kinds of random and directed messaging and browsing so a double-bill pay is not insignificant), I was willing to focus more on the metaphor for social media use in customer service than flaming Verizon so I thought, "Why not test their Twitter Triage capabilities?" So I did:

Tweet #6:
Verizon-Are your digital ears burning? I challenge you to respond to this experience ! :)12:36 PM Aug 24th from TweetDeck

Clearly, Verizon does have a Twitter strategy of some sort as the next day, I received the "following" :) message:

Hi, Lisa Hoesel.
Verizon Help Network (VZHelpNetwork) is now following your tweets on Twitter.
A little information about Verizon Help Network:

179 followers234 tweetsfollowing 174 people

I have to be a little curious about the low number of people that Verizon's Twitter "Triage" group is following or is it that they just implemented a strategy, but I did feel alternately ego-stroked, a little nervous, and affirmed that establishing a conversation with customers seems to be the goal of this corporation. It is something that I have offered often in this humble blog and consult about daily. At minimum, we should all be "listening" to and for opportunities to engage with our clients, even those home-officed, low-profit (comparatively) ones. Just this "following" message inspired me to Tweet this:

Tweet #7:
@VZHelpNetwork Kudos to Verizon for initiating a conversation in response to a Tweet! Blog post to follow!about 17 hours ago from TweetDeck in reply to VZHelpNetwork

Clearly, Verizon is dipping their digital toes in the social media and networking world as a way to enhance, inform, and expand their customer service strategy. http://forums.verizon.com/t5/Verizon-at-Home-Blog/What-s-Happening-in-Customer-Service-and-Billing/bc-p/66552#M170

Even though the initiating circumstance was NOT resolved to my satisfaction, more due to my unwillingness to be transferred again and the time I had already expended on the exercise than their ability to issue a credit, I was still encouraged enough by the fact that their digital ears were burning and they did respond to let the issue drop....for now. I am stunned by the multiple transfers and have a lot of thoughts (as I always have in these circumstances) about why the information about my numbers and records can be transferred with my call and why individuals in different customer service departments are not empowered to offer true customer resolution. Overall, however, I am feeling as if I am a valued client.

What Else Can Verizon Do:
1. Really turn this experience into a customer reference profile. If Verizon's Twitter Persona takes some initiative, he/she/they could potentially use this anecdote as a way to inform their social media strategy, customer service workflow, etc. Either for internal or external purposes, I might be a good candidate for illustrating success and failure and certainly could provide a positive testimonial about pieces of this experience.
2. Do the follow-through and follow-up. Verizon is following me now, so I "assume" that they may be more than usually attentive to any future issues. Certainly, they can mine some new search words for their listening activities.
3. Continue to offer multiple conversational/customer service portals. My elderly parents DREAD calling the 800 number for Verizon and are somewhat email literate, so certainly would respond to other options for engagement.
4. Respond in the same way to the messages that I am seeing in my Worst Customer Service Tweetdeck column as they did to me. I have strongly recommended responses in some fashion to Negative Tweets in the past, and I certainly recommend it to Verizon.
5. Free wireless, Blackberry, land-line, FIOS, etc. for life...... :) Kidding.

What We the People Can Do:
1. Offer our vendors the opportunity to converse with us in a mature, non-enraged, expletive-free fashion. If we need to vent, is it really useful to our end objectives to do so in a vile, nasty fashion?
2. Find ways of communicating with our vendors that are most comfortable to us and if they are not available, ask for them.
3. Share all sides of the story, including our own errors and any positive pieces in the hope that not only will the vendor be more open to listening to our problems/concerns but that our experience may inform and improve our future conversations with them.
4. As I have suggested/strongly recommended in the past, the digital conversation should be a reflection of our face-to-face and voice-to-voice engagements. The more information that we exchange digitally and the more reasonable that we are, the better the chance that we may actually see resolution and the potential for change.

I am hoping that this Twitter Tale turns into a series....Verizon, this is your opportunity to really become the poster child for customer service in the social media and networking world!

My best, as always,
Lisa

Related articles by Zemanta

• Customer Service requests falling on deaf ears? Make a YouTube video! (talkitup.typepad.com)
• How do you get to be the worst at customer service? (talkitup.typepad.com)
• triage and the disconnect: the future of social customer service (jburg.typepad.com)
• How To Get The Most Out Of Twitter (netnewmusic.net)
• ROI Found Here: Online Customer Service Communities (fastforwardblog.com)