First of all I picked up from a Tweet by Jerry van Leeuwen that there was a new item on the Harvard Business Review blog network by Frances Frei and Anne Morriss. Nothing particularly new there, for as they say “social media improves service by making the market for peer-to-peer opinion more efficient”. They break this up into three components – ‘service recovery’, service improvement’ and ‘customer training’. Then a post on the Econsultancy blog on 24 July 2012 by Patricio Robles entitled “Is Twitter creating a VIP customer service channel?” repeats a similar argument with examples concluding that “social media is a supplement to existing customer service programs, not a replacement”.
This was then reinforced by the weekly news email from Gerry McGovern who stated that “many customers go to social media sites to complain”. Gerry states that “Organizations have abused words such as community and loyalty for a long time. There s a need to get real.” This is combined with an attack on the ‘sticky’ websites of old. He states that there research indicates the need to help customers:
- trust the information they receive
- receive clear messages at each decision stage
- weigh the options confidently
This is equally appropriate to government and the failure to do so is why citizens continue to use multiple channels. The advise from Frei & Morriss, along with Patricio Robles, might help regain that trust. Whilst I remain less skeptical on social media for government I do think any approach needs to be done on a strategic basis and follow some of the best practice already identified.