High-Tech, High-Touch Customer Service

chapter 12social serviceprinciples for social media customer service

i’m going to start this chapter with a vote of support for my geekier friends, a concession, really: It’s crucial to have technologically savvy people supporting your social media customer service work. These are in many ways revolutionary times, and the value of technical knowledge and aptitude can’t be discounted. But while your tech wizards should be interacting with and involved in the team that handles your social media support, the people actually helming the operation and responding to customers need to be the same people who are involved in your day-to-day customer service operations and who are responsible for interacting with your customers.

While it’s categorically ...