In the example that you mentioned, this type of service disconnect will definitely put a negative taste in a consumers mouth. Customers shouldn?t be forced to weave through the maze to accomplish the task at hand. In my opinion I would be less likely to use this company in future and better spend my time finding a more reliable company to buy my products from.
This example is a prime reason why companies need to stay on top of their processes and re-visit them every so often and adjust as needed. In addition when engaging in SocialCRM, we need to ensure that the data we collect can be cycled back into those processes to better serve our clients. When we use social media tools properly, common problems should no longer be common problems but a learning curve from the past. I believe that?s the whole idea around using social tools???. No?
It may be true that crowdsourcing that directly involves customers may only have a marginal impact to your products, however I believe the impact to the client to have a voice and be heard is what we need to focus on. Everyone likes to be heard and regardless of the impact to existing or future products acknowledging the customer voice will go a long way. And besides if your strategy is to use social tools to acquire great new innovative ideas then maybe your engagement should be broadened.
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