Blog: Customer care via social media: which phase is your business in?
29 April 2013, 12:27
In Kenya, mobile technology, social media platforms and one of the world’s youngest populations have combined to create an irresistible tidal wave of empowered customers. Latest figures suggest Kenya has nearly 31 million mobile phone subscribers; 16 million Internet users; and close to 2 million active social media users.
The first is the DENIAL phase. This is where CEOs dismiss social media and generation Y as passing fads that are focused on social trivia and petty chatter. Nothing to be taken that seriously, and certainly not in the upper echelons of business. If you or your company are still in that phase, please wake yourselves up before the market puts you to sleep permanently.
The second is the ENGAGE phase. This happens when a freshly aware enterprise plunges into social media and starts trying to converse with customers. There is a predictable sequence: first, a volley of abuse from frustrated customers given a channel through which to vent; then a period of silence when the company licks its wounds and wonders what to do next; after that, some investment in training of dedicated social-media handlers; followed by banal, semi-automated responses to complaints.
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