Service goes social, but how?

Summary:In the social media era, dissatisfied customers seem reluctant to phone a call centre. Instead, they just complain on Facebook or Twitter. Businesses are expected to notice and respond. How will this change the way customer service is done?

In the social media era, dissatisfied customers seem reluctant to phone a call centre. Instead, they just complain on Facebook or Twitter. Businesses are expected to notice and respond. How will this change the way customer service is done?

In Patch Monday this week we hear from Fergus Griffin, vice president of product marketing for Salesforce.com's Service Cloud product. He explains that it's important to integrate a business' social media presence into the regular customer service process, not treat it as an isolated process. Of course, he tells us that Service Cloud is the answer, but the principles apply no matter what customer relationship management (CRM) platform you use.

Today's podcast also includes commentary on the major announcements at Salesforce.com's Dreamforce 2010 user conference in San Francisco, including the new Database.com cloud service and the US$212 million purchase of Ruby on Rails cloud provider Heroku from Frost & Sullivan's vice president of research for Asia Pacific, Andrew Milroy, and Gartner Australasia principal research analyst Derry Finkeldey.

As usual, Patch Monday also includes Stilgherrian's random look at the week's IT news.

To leave an audio comment for Patch Monday, Skype to stilgherrian, or phone Sydney 02 8011 3733.

Running time: 30 minutes, 57 seconds

Stilgherrian travelled to San Francisco as a guest of Salesforce.com.

Topics: Social Enterprise

About

Stilgherrian is a freelance journalist, commentator and podcaster interested in big-picture internet issues, especially security, cybercrime and hoovering up bulldust. He studied computing science and linguistics before a wide-ranging media career and a stint at running an IT business. He can write iptables firewall rules, set a rabbit tr... Full Bio

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