Carl Knerr

Social Media: The Customer Service Megaphone

Guest post from Carl Knerr, Services Director, Avaya

For decades, consumers have run into problems with purchased products or services from companies. As technology changed, the channels grew: written letter, telephone, and then email and chat. Customers want to engage with brands on their terms and via their channels. They do not think in terms of discrete channels when interacting with companies. They make no delineation between contact channels, nor do they differentiate between sales, support, or marketing; they simply see the larger brand.

As social media grows, consumers’ use of it for support grows as well. Of the actionable tweets and posts a company receives, 80 percent are related to service and only 20 percent are about marketing, according to Forbes. The majority of companies are rolling out a customer service strategy for social media. Here are some recommendations on how to be successful. [Read more…]


Security challenges in the real-time world of Twitter

Since a few years Twitter has become an important news source for bloggers and journalists, as Pew Research found. That’s not without dangers of course: how reliable is the information in a tweet? We witnessed quite some hoaxes in recent years. Twitter is not only a news source for media, it has also become the subject of news with Twitter users as citizen ‘journalists’ immediately commenting and forming opinions when something happens on the network itself.

Less than an hour ago before writing this, news surfaced (on Twitter first) that the Burger King Twitter account was hacked. The logo got replaced by a McDonald’s logo and the account starting sending the weirdest messages leading to jokes, all kinds of commentaries and messages on the micro-blogging platform.

Before I even had the time to go back to the hacked account and take some screenshots the account got suspended by Twitter. Damage control by the social platform itself? We’ll probably see blogs, opinions and comments popping up in all media the coming hours and days. In fact, it already started and by now most mainstream media have caught up with the Twitter buzz. [Read more…]


The personal nature of Twitter: servicing and caring in 140 characters

From a business perspective, the best way to look at social media and channels is in an integrated way putting customers, business goals and benefits first. However, it’s important to understand – and thus use – the platforms as well. One of them is certainly Twitter. Ever more contact centers include support for omnichannel customer service with social tools such as Twitter and the untapped potential of Twitter and other social channels is huge.

Regardless of all best practices and tips, Twitter deserves more attention and care. And so do customers – in the broadest sense – using the platform. This is especially the case from a customer care viewpoint but also regarding different marketing and business goals.

It’s very easy to use Twitter but the understanding and optimal use of the micro-blogging platform is still relatively low. With a bit more care and focus on the person behind the Twitter account, there are so many ways to be more valuable on Twitter. As the use of digital and social tools such as Twitter is growing fast it’s important to learn how to use them as your workers and customers use them too. Soon, every manager will need to understand the essence and basics of such platforms, at least the key ones. All business is becoming digital and connected business, and unified communications is increasingly about social too. [Read more…]