The Pin Factory

Most companies are still struggling to deploy VoIP, IP Contact Centers, and Multi-Channel technologies to create a more customer-centric service experience. Meanwhile, Social Media (e.g. Twitter, Facebook, Blogs, YouTube, etc.) is quickly “moving the cheese” again. Executives concerned about customer loyalty find themselves facing a torrent of unsolicited customer input from the web. The first step is to develop the goals and objectives of a Social Media Directorate within the Customer Care organization. Different than their Marketing brethren, this unit will be focused on the post-sale and up-sale world of customer care. While the goal is similar the tactics are different. Marketing groups are generally trying to generate an image of the brand for new customers that resonates with their goals as consumers, while the customer care unit is trying to maintain or improve customer loyalty. The goals will fall into the responsibility of four functional areas: SWOT Team, Crisis Management, Redirection Team, and Brand Support and Improvement.