According to the PR Squared blog, this method should begin with monitoring your company's online social media presence. Is this beginning to sound familiar yet? I have yet to write a blog entry entirely devoted to social media performance evaluation, but I have touched on it in many of them.
After the discovery of an issue, the authors of the PR Squared blog recommend a few different approaches. For example, all complaints should be flagged and logged. Minor customer service issues can easily be responded to at the same social media venue they were found. Bigger issues can be directed to the actual customer service team for follow-up.
Mashable also has a great guide for using Twitter as a customer service vehicle. It emphasizes the importance of tracking the entire conversation around a brand. (And, as I mentioned in a previous entry, establish your corporate identity so you can be engaged in the conversation and people know you who are.) Check out the Starbucks Twitter page for an example.
This type of evaluation can be useful for keeping an eye on future brand strategies and implementations.
Who knows, perhaps one day all of these departments will be wrapped into one.
Resources:
2010. Generate Leads. Web. 31 May 2010. http://www.leadgenerateonline.com/generate-sales-leads-using-twitter/
Defren, Todd. "PR + Customer Service Merger Accelerating." PR Squared. N.p., 13 May 2010. Web. 31 May 2010. http://www.pr-squared.com/index.php/2010/05/pr-customer-service-merger-accelerating
Parr, Ben. "HOW TO: Use Twitter for Customer Service." Mashable. N.p., 2009. Web. 31 May 2010. http://mashable.com/2009/05/09/twitter-customer-service/
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