Let's be honest, who hasn't had the experience of dealing with a "Peggy" on the phone? We all have at one time or another; and that is why the Discover Card series of "Peggy" commercials were so funny.
We have also had the "privilege" of actually meeting a "Peggy" or two face to face; whether it was at the store's customer service desk, at a fast food restaurant or the dreaded IRS.
The bad customer service experience depicted in the commercials no longer seem funny when we start to experience the "Peggy" effect on a company's social media site. Having your comment or direct message go unanswered is worse than the endless on hold Muzak we have all come to know and despise.
The need for customer service on company social media sites is not a new phenomenon. More consumers are venturing on to company Facebook pages, Google Plus pages and Twitter feeds for support. They are entering their comments and stories; both positive and negative, at an alarming rate. A large majority of consumers resort to these online means after having very little success with the more traditional customer service methods. This influx of consumers wanting to engage seems to have created a disconnect when it comes to follow up by the companies themselves.
Some companies have fallen into the habit of either ignoring or going as far as deleting negative commentary. These comments are the ones which should be embraced. Turning a negative into a positive is a skill of an experience customer service professional which has been forgotten in the social media arena. The simple act of ignoring a negative post is tantamount to corporate suicide. It needs to be addressed in a positive and forthright manner.
Those that have been involved in the customer service sector understand that they are the face and voice of the company that they represent. There is always a solution to every problem and each solution can be tweaked to satisfy both the customer and the company. Social media based customer service has forced those one on one phone calls or emails out into the public arena.
It has gotten to the point that one cannot help but wonder if companies are failing to cross train their staff. While it is beneficial for a company to have a social media team who is up on all the new trends and technologies; a company that fails to train those watching the "virtual store" on the basics of customer service has a major flaw in their business model.
Are companies afraid to admit these flaws exist by turning a blind eye to what is happening on their social media sites? They shouldn't be. By addressing the concerns head on, the company is acknowledging that it puts its customers first and is not afraid of criticism. These are the companies that will survive in this tenuous economic climate.
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