CHAPTER 5
Keep Every Door Open
Assuring Multichannel Access
A fellow consultant told me of a seminar he led for executives responsible for the customer service operations of a large business-to-business company that provides human resources services. The company has an award-winning operation but is seeing warning signs of changes in customer expectations. Part of the discussion was about what level of customer service should be provided through social channels.
As they talked, the consultant went to the company’s Facebook landing page (projected to the front of the room) and heard a collective gasp from the group. Next to a marketing message in the left column was a scathing post from a customer befuddled by a simple password reset issue. The ...
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