Jason Baer authored a thought-provoking blog post over at MarketingProfs Daily Fix blog. It puts forward the question of whether customers who are using social media are getting preferential treatment. Jason is a really smart guy, and he asks it this way:“Are we inadvertently creating a Customer Chasm, where those who are socially media active are receiving preferential treatment compared to those who are not? And not just in customer service, but in customer acquisition too?”
He describes great customer service being given over Twitter as an example; if the customer experience in other channels isn’t as good as the Twitter channel, then there could be preferential treatment taking place (which could ultimately drive changes in behavior). He suggests we should be thinking through how we use social media and whether we are intentionally giving this “better treatment” to customers. I highly suggest you go and read Jason’s entire post, as well as the discussion in the comments.
The Real Question
This conversation is right up my alley. Of course, I had to respond. Here is what I have put forward:
What we really should be asking is how we want to treat our customers overall. What is the customer strategy? Most companies don’t have one, so they use whatever is easiest and cheapest (read: most convenient for them) to interact with customers. Treating different customers differently is a great strategy, and one which we used with our clients when I worked for Peppers and Rogers Group (1 to 1 Marketing approach).
I applaud the customer interaction opportunities that social media brings to an organization. However, as I have said both in my blog and to my social media students, it is only one channel of interaction. Encouraging and rewarding customers to use a channel that is more cost efficient is a fine strategy – if that is indeed the strategy. If we are interacting with customers via social media just because it is the new, cool, hip thing to do, what will happen when something else comes along? Will we continue to keep up the social media interactions?
The real question to ask is where our customers want to interact with us. Listen, then use those channels to reward them for their business and for referrals. Thank them for being a part of your organization. Intentionally create a rockin’ customer experience. When we do this, whether those interactions were by phone, mail, or online, the word of mouth will spread!
Help or Harm?
Now to you, my readers. What do you think? Is social media indeed creating a “customer chasm” as Jason suggests? Should customers interacting via social media channels get a different experience? Please tell us your thoughts, as well as your experiences, by leaving a comment below.
(Image credit: photoauris)
When I was speaking at the SXSW Interactive conference last week, I had the chance to catch up with one of my good friends, 
With so much focus on the economy, the stimulus package, and corporations, it is prudent to spend some time re-focusing on what can make a difference to every organization: customer service. Whether you have clients, customers, donors, constituents, readers, viewers, or subscribers, it is critical to let customers know they are important to you each step of the way – especially when times are tough. Social media can help make that even easier!
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