Customer Service - the 'other' opportunity for Social
While Marketing departments continue to grab ownership of the Social channel, I’ve long argued that companies are missing a potentially even bigger opportunity in their Customer Service initiatives.
This is not to say that there isn’t an opportunity for Social Marketing (its real, as this week’s big news from Salesforce.com clearly indicates) - but I would suggest that the typical company today is overly-focused on Marketing to the detriment of other areas where the Social channel can and should have a huge impact - notably Customer Service.
As Citibank SVP and former Comcast customer service executive Frank Eliason said at a conference we both spoke at last fall “when I moved to marketing I suddenly had budget”.
My friend and fellow Enterprise Irregular Esteban Kolsky just posted a brief but terrific presentation on Slideshare - it’s well worth checking out.
