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The Angry Social Customer

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The Angry Social Customer

  1. 1. The Future of the Social Customer is Now Francine Hardaway NewComm Forum April 23, 2010
  2. 2. In Nov. 2008, the world changed. I tried to call my mortgage company for help <ul><li>… but nobody answered. </li></ul>
  3. 4. So I wrote about it on my BLOG, and sent that to Twitter <ul><li>No one from Aurora Loan Services read my blog </li></ul><ul><li>No one from Aurora Loan Services on Twitter </li></ul><ul><li>No one home in Customer Service </li></ul>
  4. 5. One year later…
  5. 7. By this time, my blog had became a rallying point for people without voices
  6. 8. @auroraloanaches follows me on Twitter <ul><li>And a retired dentist in Delaware resorts to snail mail </li></ul>
  7. 10. Emboldened, I pressed on through LinkedIn
  8. 12. Where I found a high up executive in the company <ul><li>He gave me lots of answers – at long last </li></ul><ul><li>And solved me problem with a loan modification </li></ul>
  9. 14. There is no stopping me now!
  10. 16. @paypal put me in touch with “Executive Escalations” <ul><li>Who solved my problem </li></ul>
  11. 17. What Did We Learn? <ul><li>The Cluetrain Manifesto was right: the customer controls the conversation </li></ul><ul><li>Social CRM is extremely important for brands </li></ul><ul><li>Social CRM comes from the heart of the company and is not software; it’s attitude </li></ul><ul><li>Don’t lose sight of the human being in the customer </li></ul><ul><li>Someone in the company cares. FIND THAT PERSON online </li></ul><ul><li>That person IS online – or else </li></ul>
  12. 18. For more than anecdotal information about the case for social CRM, see @jowyang <ul><li> </li></ul><ul><li>Altimeter Group Report </li></ul>