I was scanning Twitter today when I saw this tweet from Frank Eliason, who’s the Senior Director for Comcast’s National Customer Service:
It was in response to a statement from Andrew Mueller regarding social media’s role in business. Andrew viewed social media as an overall tactic that includes the customer; Frank sees it as starting with the customer.
While there’s no denying that customers play a huge role in the success of any business, they’re still just an overall part of the success.
Yes, without customers you don’t have a business; yet without the business you don’t have the opportunity for customers. And there’s the nub.
While social media allows customers to have a far more vociferous say in what kind of user experience they have, it shouldn’t be seen as being owned by the customer or that it’s only the customer’s perspective that matters.
Think of ways that social can be used to increase customer and business interaction. Think of ways that social can be used to launch a product or service. Think of ways that businesses can gain competitive advantages over other companies in the same space by enhancing their offerings with social. Think of ways that listening and being proactive can give you the lead.
There are many ways that social media can be used. The customer relationship is just one part. And as important a part it is, it’s not the only part. There’s a complete holistic strategy just waiting to be deployed that will improve everyone’s perspective, not just the customer.
And improvements all round can only lead to more success. Which is what everyone wants, no?