Tweeting in Real Real Time
Jetting across the Pacific now, after a great week with some very smart CMO types in Sydney and Melbourne. The Aussies know that with just over 20 million people in the whole country, a company needs to make the most of every customer experience. Here's how one of them is doing it:
Imagine you are standing in queue at your bank branch, already annoyed because of the problem that brought you there in the first place, and now wringing your hands over the length of the line. So you spout off, sending an email to customer.service@NAMEOFBANKHERE -- not even sure anyone will ever see it. In less than 60 seconds, the branch manager comes over to you, pulls you out of the line and just gets right down to solving your problem. The same bank has offered to exchange Twitter followships with customers, so it can catch complaints to friends as they happen and try to fix the problem pronto with a Tweet back or a phone call.
Is this "social networking"? Who cares? It certainly qualifies as meeting the customer on her terms, when she needs it, in her choice of communication media. It tailors the customer service in a way that is powerful and valuable to customers, and doesn't really cost much more than traditional approaches. Not surprisingly, this enlightened bank down under is focused on increasing the value of every customer and especially the value of Most Valuable Customers.
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