There are a lot of vendors pitching their social media listening capabilities. And, the more that I hear these pitches, the more it has made me think that a bunch of companies jumping on the social media bandwagon are going down a dangerous road of using it as a customer service escalation strategy — which is a horrible idea.
Let me illustrate with a recent story I heard. A woman discovered that the VIN number of her car was improperly recorded on her last visit to the California DMV. As she tried to get it fixed, she found out it was going to require a lot more effort than she hoped (perhaps it included a visit back to a local office). She tweeted about it. Remarkably: The California DMV was listening!! It tweeted her back, contacted her, and helped her resolve the issue in a fraction of the time and energy it would have taken. The result: a happy customer.
There are a couple of strange things about this story. First, the DMV can’t fix its long waits and broken processes, but it has people listening to Twitter. Hmm. Second, it rewarded someone who complained to the entire world about its broken process. The next time I want a quick fix to a problem I have with the DMV, remind me to tweet about it!
Congratulations to companies that can respond to the relatively few tweets they get via this channel today. Are you prepared to scale this operation as you re-enforce people to get service from you this way? More importantly, is that really the venue in which you want to solve problems?