Mobilising social media
Social action. Mobile retailer Carphone Warehouse took a brave stance to change customer/company interactions by harnessing the power of social media and say ‘I’m sorry’ after it found users were posted comments about service issues on Twitter, blogs, and e-review sites, Forrester says in a new research note.
“After deliberation, [Carphone] customer service professionals decided to publicly acknowledge customer complaints in the cloud,” says Forrester analyst Natalie L Petouhoff.
“[The company] found that Twitter offers a new opportunity to truly listen and engage in customer conversations, address customer complaints and feedback more quickly, and proactively provide information to customers, as well as positively influence customer’s opinions.”
