Customer Service in the age of social media was the topic at the
kick-off event of leadership series– an ongoing series throughout the year,
organized by GMP students. The guest and speaker for the day was Ms. Anita Pai,
Senior General Manager at ICICI Bank and currently responsible for operations. Prior to this, she was in charge of customer service. Using social media for customer service is a contemporary area and
very few organizations have been able to embrace it effectively.
Ms. Anita Pai enlightened us with some of the issues about
customer service, which organizations such as ICICI Bank face day in and day out
and how social media is changing the landscape of customer service. She started
with the fundamental idea of what customer service is and stressed upon the
fact that unless leadership is committed to customer service, it doesn’t happen
at any organization. Customer service is
often ignored and it is only when top line starts declining organizations start
thinking about it seriously. However, having a strong focus and culture for
customer service not only has positive cascading effects but also yield fruits in the long run.
The talk progressed by taking social media in the ambit of
customer service. She gave couple of examples where customers expressed their
dissatisfaction about companies and their service on Facebook or blog and how reactions
of organizations only back fired them. She also shared many examples handled by
her teams where customer used social media to get their concerns addressed. Customers
are increasingly sharing their experiences with customer service of
organizations on social media and more often than not, the experience is about pain
and frustration. If the customer happens
to be a famous personality on social media, the negativity gets amplified and may
go viral in no time and by the time you wake up to address the concerns, damage
is already done. Once done it is not easy to repair this damage.
The increased competitiveness between organizations and technology
has reduced tolerance of customers. Today a customer, empowered with mobile
and internet, may feel a wait of five minutes in the queue is long enough to
express it on Facebook or Twitter. You don’t know from where a crisis may hit
you. Previously organizations were able
to deal with customer’s complaints and dissatisfaction in one to one mode. Now,
it has become many to one. On being asked about how to deal with this new
challenge, Ms. Pai said that it is important for organizations to wake up to
the reality of social media, recognize it as a valuable resource and rather
than reactive be proactive about it. Organizations must incorporate social
media into their customer service strategy and endeavor to build a positive
outlook using it as an effective tool.
All in all it was an absorbing session. Many of us, as customer
could relate to it and now we all got a sneak peek into the other side too. Social
media has become a busy highway. Every day people
and organizations are finding innovative ways of using it. So the launch of new
iPhone or iPad by Apple is preceded by enormous buzz on Facebook and Twitter. Brands
are utilizing social media as a tool for evangelism marketing. Its immense power and potential has already been
felt by the world through political events such as Arab Spring. Perhaps nothing
could better summarize the event than the following quote cited by Ms. Anita
Pai,
If customer is the king, social media is his empire.