Drizzle, cool wind and dark clouds, just the height of another British summer. On this day, whilst in London for a week of meetings, I turned to Twitter for digital solace, moaning about the low temperatures and the persistent dampness. It was a throwaway message, I didn't expect anything more than a favorite, or maybe an acknowledgement from a fellow suffering Londoner/colleague. Instead I received a sympathetic tweet from unlikely source - a high street coffee chain. I was neither following them nor had any previous Twitter engagement with their handle, but the response welcomed and brightened my mood. They offered a voucher for a warm beverage of my choice. The gesture endeared me to the brand while subconsciously making me more likely to buy from them in the future. I didn’t realize it at the time but my Tweet was scooped up by a proactive search and recognized by that brand as an opportunity for customer engagement.
As social customer care grows and matures, many organizations are looking beyond delivering reactive customer services and looking to be proactive. This has the ability to enhance the customer experience, as well as getting you to the Holy Grail of social care, ROI. But there is a fine line to tread.
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