Customer Service Rules in the Digital Age

In my post Building the Brands of Tomorrow, I stated that one of the things that companies needed to do to build the brand of the future is to listen to their customers. This means handling customer complaints promptly. We are in the digital age. In this age, social networks are the wave of the future. Today’s consumer is an empowered consumer. A customer can quickly share their thoughts about a product or an experience on Facebook, Twitter, Google and many other networks. Brands need to be present on social networks to interact and engage with the empowered consumer. More and more consumers are consulting their social networks for product recommendations.

Many companies are not fielding the empowered consumers’ complaints on social networks. In other words they are not providing customer service on social networks. Whenever we have an issue with a product, we have to call an 800 number which…