The best example of customer service and support, utilizing social networking in their efforts, is Comcast. More precisely it is the Digital Care team run by Frank Eliason that shines the brightest light on how American corporations could and should be engaging their consumers on a daily basis. The following are excerpts of the interview Frank gave to Mashable.com for the article “How to Use Twitter to Support Customers.”
Mashable: Exactly how do you use Twitter?
Frank E: We use Twitter to help customers. We simply search for “Comcast” and a few variations and respond by offering help.
Mashable: What Twitter tools do you use?
Frank E: If you are thinking of listening, you can easily start with Google Blogsearch, Twitter Search, and Facebook Search. For analysis we use Radian 6 and Nielsen Online, but for day-to-day work we do use many free tools
Mashable: How many cases do you deal with every day?
Frank E: We review about 6,000 blog posts each day with most not having anything to do with Comcast. Twitter has about 1,500 – 2,000 tweets a day or more. . . We reach out to 600 – 1,000 people, and we have conversations with about 200 – 300 a day.
Mashable: Do you use ghosts or staff or is it pure Frank?
Frank E: Every tweet from @ComcastCares is me, but I am not out there as much as I used to be. When we started on Twitter I was out there all hours of the day and night, usually seven days a week. Today we have ten different Twitter ID’s. Different than many companies, I believe that each ID should represent a person. I relate this to calls. You would never answer a phone, “XYZ company. What do you want?” so we have team members with ID’s like @Comcastbill and @Comcastbonnie responding to our customers
Comcast’s Differentiating Factor: Come Out From Behind The Logo
In our opinion, the very simple strategy of naming each Twitter account, coming out from behind the logo to create a human experience, is the very essence of what has made Frank’s program so successful. It is Comcast’s differentiating factor and a strategy very few American corporations are willing to try.