+

The Future of the Social Customer is NowFrancine HardawayNewComm ForumApril 23, 2010

+ In Nov. 2008, the world changed. I tried to call my mortgage company for help…but nobody answered.

+ So I wrote about it on my BLOG, and sent that to TwitterNo one from Aurora Loan Services read my blogNo one from Aurora Loan Services on TwitterNo one home in Customer Service

+

One year later…

+ By this time, my blog had became a rallying point for people without voices

+@auroraloanaches follows me on TwitterAnd a retired dentist in Delaware resorts to snail mail

+Emboldened, I pressed on through LinkedIn

+Where I found a high up executive in the companyHe gave me lots of answers – at long lastAnd solved me problem with a loan modification

+There is no stopping me now!

+@paypal put me in touch with “Executive Escalations”Who solved my problem

+What Did We Learn?

The Cluetrain Manifesto was right: the customer controls the conversation

Social CRM is extremely important for brands

Social CRM comes from the heart of the company and is not software; it’s attitude

Don’t lose sight of the human being in the customer

Someone in the company cares. FIND THAT PERSON online

That person IS online – or else

+For more than anecdotal information about the case for social CRM, see @jowyanghttp://bit.ly/bngsYEAltimeter Group Report