When it comes to customer service, hope is not a strategy. Customer service must be purposeful. You can hire the nicest people in the world, but you still must give them direction, teach the best practices, and continue to reinforce your customer service strategy so that employees are continuously reminded and motivated on what and how to deliver your brand of customer service.
Social media is a customer service tool that has great potential beyond what most companies are currently using. Outlets such as Facebook and Twitter offer the opportunity for companies to enhance the customer service experience by posting value-added content. Often, however, their only involvement is to monitor what customers are saying about them on social media.
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