I have talked about it before, but Customer Service across all businesses has been changing, whether it is known externally or internally.  First and foremost the Customer has changed.  I always credit this to the popularity of Amazon reviews, Ebay ratings, and Google in general.  Beyond that the typical Customer Service workforce is changing, they are now filled with the Gen Y, Millennial Generation or whatever the name is today.  This is a group that prefers a more flattened approach.  They want to share their feedback, and they will provide it to whoever will listen, no matter the title of the person.  They are not out to impress, but they will drive their point home.

So what does this all mean for businesses?  The approach for everyone needs to change.  Lets start off with the Gen Y group, they want to be a integral part of the decision making process, they want to fully understand the reasons why decisions are made and they want to be able to provide clear feedback regarding how the business is being run.  Internally it is important to provide tools to allow team members to be able to take this bottom up approach.  Engage them in decisions and take the time to teach them why certain decisions are made.  They are eager to learn, and they will be even more dedicated to the company when they feel involved.  In my observations, I have noticed the baby boomer generation to be more accepting of leaders decisions.  I remember at my prior employer, when I started you would always hear “it is what it is.”  You are not going to change it, so accept it.  Well that was never my style!  Anyway, the Gen X’ers, of which I am a part of, will question things but usually in the end support the decision and move on.  That has never been my style, but for all groups I am generalizing, and I know there are people with other styles.  For companies to better run, and have a cohesive team, it will be important to better explain and involve all levels.  The other thing to realize is if you do not, Gen Y is very resourceful, and will find ways to move the needle in their favor.  I have seen many stories of this, so this will definitely be an important aspect to managing.  They will communicate with friends (“rally the troops”) or even engage the topic in public via social media.  But the good news is, they are really striving to do what they think is right for the company, and, actually in many cases, the Customer.  I have been in Customer Service management for many years and I have seen this many times.  Have you ever had a call and thought the representative was not up to par, maybe even down right rude?  Many times this is not because of the agent, but because they disagree with the policy and they are sending a message to the company through you.  Trust me, in my prior company I managed quality assurance, and I did it by evaluating the company as well as the representatives.  You learn a lot when you start to dig into what is occurring.

Now on to the Customer.  From what I have seen the Customer is tired of companies telling them what they like or dislike.  Amazon reviews (I know there were others prior, but it really took off from there in the US) started shifting that power.  Today if a product is bad, a Customer is going to try to tell as many people as possible.  This can be done through Amazon, but now with the popularity of places like Facebook and Twitter there are now many places to do it.  Companies have to recognize this and make sure their products are at the levels they would want to represent the brand.  Now, more important then ever, service will be leading the way.  Companies have depersonalized interactions through self-service.  There will also be a shift to personalize service again.  Measurements will shift, and in many places already have, from handle time to first contact resolution and Customer satisfaction.

Beyond all this Customers are going to demand more support in ways not noticed before.  How many people have called their internet service provider and the trouble was reported to be the router.  Well from experience I can say it may be, but companies are going to have to find ways to help with all aspects.  This is not easily done, but what I foresee is working with the entire web community to build help that is used with Customers on calls, and for someone surfing the internet looking for help.  I am in the process of designing a way this could be done across many spaces.  Customers will be a part of the answers and they will have the opportunity to help others.  This is not new, but really has been limited to help forums.  But in the future this will be part of the help through all communication channels.

I also think Customers will have a greater say in the service they received.  We have already seen this through all the surveys companies are doing, but I think involvement will go from teaching representatives, to talking with senior leaders.  A lot of the future involves a theme I have always said is the most important part of management: “Listening.”  The funny thing is when I interviewed for a management role at a former employer, Vanguard, I provided that as my response.  The feedback I was given was management was much more than that.  The funny thing is I used the same response for a different management role at Vanguard a few months later and I was hired.  To this day I still believe it is the most important aspect.  Many people around you, including Customers and staff members know so much more.  It pays to listen.

Those that have read my blog know my passion for excellent Customer Service.  Most companies strive to provide good Customer Service but it does not always go as intended.  This can be due to so many factors, including: policy, personnel, systems or believe it or not, the perception of the person calling.  I have 2 major pet peeves when I call a company I deal with:  overdoing security on the account and selling when not appropriate.

In the past I have mentioned companies I really look up to regarding service, like USAA and Vanguard Investments.  I used to work for Vanguard, so I have heard calls that were not up to par, but we would coach the person immediately.  My most recent calls to USAA have not been at the level I have been used to.  As an example I logged into my accounts on Friday and I noticed pending charges that were not mine.  I wanted to call immediately so they could take the necessary action.  It was 7:30 in the morning, and I really needed to be out the door, but this would only take a few minutes so I called.  I went through the phone system entering my member ID and pin number.  I then get through to the agent.  She asks me to verify name, address, credit limit, credit card number number on back of the card, and something else, but to be honest I lost track.  She also asks me to set up a password, which I do.  I explain that the authorization that were pending and the card is compromised.  I am asked something like “are you sure you are not in Argentina.”   The attempted transactions were at Cheap Tickets and a hotel in Argentina.  Since I worked in the credit card industry I knew Cheap Tickets was a way to test credit card number validity used by many unscrupulous individuals because they do not check all aspects, such as the CID number.  She verifies with me that I have the card, of course this is silly since she can check the transactions and see they are probably not swiped.  At this point she begins the process then says she will need to transfer me.  Before transferring me she begins to “sell” me on using the mobile web.  Well at least she did not try to sell me on using the website since she knows that is what prompted the call.  My issue with this is my reason for calling was not even fully cared for yet.  Also if they tracked such things, they would know I have used the mobile website too.  In fact my feedback for that is way too many clicks to get to information, but hey that is for a different time.

I am transferred (and I should say it was quick and so was getting to the original agent, no queue!) to the fraud department.  He begins the conversation with verifying security on the account.  I immediately asked if he knew this was done already.  He explains that he has to make sure it is me because people sometime try to manipulate the system.  I respond that USAA has gone down in their focus on the Customer.  He then asks me for the password on the account.  I immediately laugh and explain that was just placed on the account with the other representative.  Of course this causes him to ask all the other information too.  He then also asks to verify the work phone number.  Of course I have no clue which number is there, so I rattle off old work numbers and cell numbers and offer to log into the website to look.  Believe it or not, I actually understand the reason for security, especially when canceling a credit card number, which can create havoc.  At the same time it is important to look at risk factors.  I am not asking them to mail the new card to a different address and I am reporting common fraud transactions.

Oh well, I guess every company can have bad interactions at some point.

Over the past 18 months, some would say that I am living within the groundswell, but since Friday I have truly been witnessing it first hand.  I have always felt that groundswell typically would be large scale and involving social media, but in this situation I have learned that it can happen wherever multiple Customers can communicate with each other.

I should start the story off by saying parents, including myself, become very attached to really good care givers for their children.  For me it takes a lot, but this is the story of one such exceptional person.  Her name is Sam, and until Friday she was the director of our daycare, Children of America.   I am going to try to stay unbiased in this because I am really trying to share a story about a groundswell.  The daycare has been very good to us, and I am sure many would take credit, but to me it was how our center ran, which I credit Sam.  We have reported issues to her, and they were immediately addressed.  Including 2 teachers that were no longer there shortly after we gave the feedback.  Anyway the story starts last Thursday.  We arrived later then usual and in our mailbox was a notice that Sam would be leaving effective the next day.  They would have a party 7-9 in the morning.  The letter was signed by the regional director.  It also stated the district director would be taking Sam’s place until a new director was identified.  We did not realize it, but there were 2 problems with the letter.  First Sam does not work at 7 on Friday’s, she works at 9.  Second, the letter was not placed in mailboxes until after many kids were already picked up.

So I am thinking there are a few key components  to a groundswell:  passion and a negative Customer experience, like poor communication

But there is another key component, means of communication.  The next morning it all began.  Early in the morning an email came through asking about a rumor that Sam was leaving.  I did not realize it, but many of the family members were connected via email.  Based on the review of the emails, everyone was irritated that they were not informed ahead of time of Sam’s departure.  I think I know what the issue here was.  Sam was leaving to be a regional director for a competing firm, so following procedure the company is paying her for the 2 weeks and asked her to leave.  I can not take offense to this because I have implemented this elsewhere.  At the same time, if it were me I would have tried to find a way to retain this employee (in my opinion she is that good).  So the emails continued and calls started to the regional director.  Then discussions started about the district director that was planning to work at the center.  Needless to say they were not complimentary about either of them, words such as demeaning, condescending, intrusive, and creepy.  I have never really met either, so I am not sure but these emails are my first impression.  I hope people remember that this is due to the passion people feel for their children and the best possible care for their children.  The statements are not personal, just the passion coming out.

The next thing I know emails are now flying to the CEO and other leaders of the company.  It led to some good conversations, but then a response was sent to the list from one of the leaders, Jim.  It was really a bulleted list of talking points and not a conversational email, but it was an attempt to provide the companies position.  The email even included a phone number to call him over the weekend if there were concerns.  They also made sure the regional and district manager were at the location when it opened today on Monday morning.   This may have helped a few, but it further agitated some on the chain.  So then the one person decided to call Jim.  According to the many emails on the topic, lets just say  the conversation did not go as you would have expected.  Obviously I was not on the calls but perception is reality and the group was provided a certain viewpoint.  According to the one email he yelled at the Customer and told her to follow Sam and leave.  Needless to say things were blowing up much further and truthfully control was lost.

Groundswell can happen wherever there is passion, negative experience and communication among a group.  The control is not there and you may not even have a say in how it plays out.  What this taught me is everyone has to be on top of their game when dealing with any Customer.  They need to create the right experience.  When passion is there, be careful what you say, and listening may be the best recourse.   In an email I sent to Jim on Friday night was a recommendation that they apologize to the families for the miscommunication, and I thought it would also be a good idea to invite the families to be a part of the hiring process.  This may not be the usual approach but based on everything I was reading this seemed to make the most sense and would start to diffuse the trouble.  Unfortunately with the emails today about the phone conversation, it may be lost cause.  It is really sad to see because the teachers at the school are great, I love the fact that they supply lunch, and are opened during many of the holidays.  But this little activity over the past 5 days will change the feeling for many, whether due to real circumstances or not.  This was a large groundswell for a relatively minor issue that will define this brand for a long time, especially among the families at our location.

I am hopeful for recovery, but it is so much harder when a brand loses control over the situation.  It is interesting to watch.  Have you ever seen a groundswell?

The past few days I have taken a true vacation from work and it feels good!  Not that I do not miss my team or being engaged, but we all do need a rest at times.  Since we began the digital care initiative at Comcast I have worked 7 days a week and all hours of each day.  But now we are at a time where this effort, and the ability of my team is now shining.  I am so proud of each of them.  Through these efforts we have been in numerous media publications, such as:

NY Time – Griping Online? Comcast Hears and Talks Back

ABC News – Still on Hold? Twitter Can Rescue You From Customer Service Line Waits

Business Week – Comcast’s Twitter Man

I realized a few weeks ago that we have really changed the entire Customer Service industry.  It is amazing.  I have received emails and had calls with many companies as they work to replicate what we have done.  But what is it we really accomplished?  Based on feedback from our followers on Twitter we have really made Customer Service more personal again.  Customer Service started to shift to a “self service” model in the `1990’s.  This was great for companies to reduce costs but it did take away from the personal connection that happened when you knew the person you were meeting with, or the personal conversation on the phone.  Around the same time companies shifted to measuring things like handle time, schedule adherence and other numbers that did not reflect the intent of service.

Today best in class companies are measuring things like Customer Satisfaction and first contact resolution.  This is what service is about.  Handle time is good for broader measurement for planning purposes but it is not appropriate at the agent level.  It brings the wrong focus by the agent.

What else have we learned?  Customers, just like most Customer Service agents, are craving real time, unedited information.  If something is wrong they really want to know what it is, what is being done and when it will be back.  We are working to create that environment at Comcast.

A year ago I was presenting to many people from our communications team.  I made the mistake to say that part of the success was that I was not one of them.  But really in this new world order, marketing, public relations and Customer Service are really becoming one.  It is all about talking with, but not at, Customers.  So yes, I admit, I was wrong (but please do not tell my wife!).  This has been a learning process that you have to learn from every interaction, whether it is to many or more one on one.

We have done so much in a short period of time, but I can not help but think what is next?  At Comcast Rick Germano and his team have been working very hard to improve the Customer experience.  The senior leadership staff revamped the corporate credo to ensure everyone was working on the goal of creating the right experience.  It is not something that will happen overnight, but will happen.  I am proud of what we accomplished up until now but I look forward to achieving all our goals.

But beyond Comcast, how can we further improve the Customer Service industry?  What are the next big tasks to tackle? Where do you see Customer Service industry going?

Now it is time to get ready to go to @ComcastBill‘s wedding!

I worked from home today because I traveled all day yesterday (I was out of the house at 4:30 AM and returned around 11 PM).  Needless to say I was tired.  I still got up at 6:30 and I drank lots of coffee.  Since I was not motivated to get dressed I never did get the girls to day care.  By the time I got around to it, it was already 11 AM.

This did not take away from the work I had to do.  While I was working, Lily and Robyn were playing on the floor.  At one point they were in the kitchen “making dinner” at the little play kitchenette that we have.  I have to say they were really cute.  At least until I looked around and realized the mess that was all over the family room and kitchen.  Toys are everywhere.  

Lately I have been thinking a lot about CRM or Customer Relationship Management and believe it or not, it really fits with the way my house looks today.  There has been discussion on the net about CRM and social media, especially regarding Twitter.   Well on Sunday I will be traveling to Bonita Springs, FL to talk at the Frost and Sullivan Customer Contact 2009 MindXchange.  So this is why it is on my mind.

I will not get into all the other discussions on the internet, but here are the posts that may be of interest to you.  The first one I read was by Paul Greenberg  on ZDNet called “Is Twitter Social CRM? Nope.”  I do agree that Twitter is simply a communications channel, just like phone or email.  I also feel there are many other channels such as blogs, forums, Facebook or numerous other social networking websites that are also communications channels.  In his post he also links to Jeremiah Owyang’s post “The Future of Twitter: Social CRM.”  I agree with Jeremiah that a good way for Twitter to monetize itself, “if they were to take the challenge” is to sell the data being collected by people answering the question “What are you doing.”  Companies already spend a lot of money to learn how people use their product or interact with their business.  And this information is readily available on Twitter.  The other post Paul Greenberg mentioned is one by Brian Solis “Twitter and Social Networks Usher in a New Era of Social CRM.”  My favorite quote from Brian is:

“Twitter is forcing the next level of reinvention for how we identify, track and respond to online conversations that are pertinent to brand perception and resonance. Twitter is the catalyst that will spark the change for how brands truly engage across the Conversation Prism a.k.a. The Social Web.”

Brian you are correct that Twitter is going to cause companies to reinvent how they respond online.  First the space is easily searchable, unlike Facebook.  Also the costs of entry are virtually nothing.  I would expect companies to do just that and for those that don’t, their employees will do it for them.  

Now lets tie this all together and put the pieces of the puzzle into a nice form.  Literally as I write this I am doing that with items on the floor.  Today CRM is highly organized data used by most organizations to measure phone, email, chat, mail or self service options, but it excludes a key component:  social media. Companies understand regular interactions but social media interactions are not done by many companies or, when they are, they are not tracked as well as they could be.  Many companies are still trying to determine how social media fits in and how they would measure it.  It is not hard to search the net, or even ask around to find debates on who should own the social media strategy.  Usually the debates are between marketing and PR departments, but Customer Service should be in the mix as well.  We know that click through rates on ads are weak and going to a blogger with a press release probably does not work.  At the same time marketing and PR do a great job at measuring sentiment on the web and the overall Customer base.  Customer Service departs usually do well at measuring the Companies need to figure this out. 

My advice is all areas in a company need to work together and define a strategy.  There is plenty out on the net and with a good plan in place you can create a great Customer experience with solid performance measures.  Twitter might be a great place  to start because the cost of entry is cheap and information is readily available via Twitter search.  But the keys are understanding where your Customers (or prospective Customers) are and what are your goals for being in the space.

Now to the other pieces of the mess.  I have always struggled with the term “Customer Relationship Management.” I am not sure a company can manage the relationship as they have in the past.  They can strive to know as much as they can and track interactions but as social media has shown, the true control is shifting to the Consumer.  I think the groundswell on this is still small but growing  stronger with each Amazon review, tweet, blog post or Facebook mention.  With the limited amount of management taking place we need to think more about the relationship as the key component.

Over the past 20 years the key message was self service and limit the relationship building.  Things like handle time were implemented to keep calls short and complicated IVR’s were put in place to try to answer questions without an agent.  Today the trend is growing to want to talk to Customers, especially those that may leave.  Most companies are no longer reviewing handle time on an agent level.  Instead they use Customer call backs and Customer survey data to determine success.

Within the posts by Brian, Jeremiah, and Paul there was some discussion regarding CRM tools.  Well I think at times people should stick to what they do best.  CRM companies can continue to make CRM tools and companies like Radian 6 can make there social media tools.  I would then recommend that they work to integrate the 2 allowing for the best of both worlds.  I would not expect Radian 6 to know all about CRM and contact center management, and I would not expect a CRM company like Salesforce.com to know all about social media.  Companies do not have to be every piece of the puzzle, but if you make tools that play nice with other, your Customers and their Customers will win.

As Companies look to take a fresh look at CRM it is so important they they clean up and organize first, including all the components that exist today.  It is also imperative that they include the sentiment on the web and look for ways to personalize that relationship.  Part of this will be no longer waiting for Customers to call but finding ways to proactively reach them.  Review your existing CRM goals and work to tie them into an overall social media plan.  It will not always be clean but it will be a start to some great relationships with your Customers.

First I want to applaud the crew of US Air flight 1549.  The calm and cool demeanor of this hard working crew really came through in this incident.  It is the type of crew you hope for during any flight (and truthfully the type of crew I have usually seen on flights).  They did a fabulous job in saving the lives of the passengers and the crew.  I have enjoyed the opportunity to see their accolades, especially when they came on the field for the Super Bowl.  They are the ones that truly deserved a standing ovation.

A few weeks ago I started to recieve the Wall Street Journal print edition.  Years ago when I worked for an investment firm I received the paper each day and enjoyed reading it.  I forgot how much I missed it.  The funny thing to this is I received the paper because of Skymiles from Delta Airlines.  I am actually now receiving a number of magazines due to an offer from the airline.  My wife told me I would receive a number of blog posts by reading it each day, and she was right.  The trouble I have had was narrowing what I wanted to talk about.  I hope to do a better job in the future.  This brings me to an article I read today:  “Why Fliers Can’t Donate Unused Tickets.”

This article points to a number of flaws within the airline industry.  First and foremost is the various pricepoints for most flights.  The article in summary states that you can not donate unused non-refundable tickets for charities like, the Make a Wish Foundation (one of my favorites).  There are a variety of excuses that the spokespeople use, such as costs (like they would not have a fee for that), security concerns (TSA says no problem), fraud, hording of tickets, potential resale of tickets (oh no, someone else could profit off of the various rates for airline tickets).  Ultimately this would all be solved by having single prices for routes and not have cheap prices one day and expensive prices another day.

Now truthfully I do not anticipate the airline industry to change their pricing model immediately (although I would love it if one did).  But this was not a difficult piece to differentiate yourself from competitors and put a nice foot forward.  I am sure there was much discussion regarding what would be said to the reporter regarding the issue of donating unused tickets.  Instead of these variety of excuses, wouldn’t a brand have done wonders in differentiating themselves by saying something like “that would be a great way to help some charities that can benefit from our services and we are working on a program to do that easily with certain approved charities.”  I know if I would have read a quote like that I would be much more likely to select that airline.  It would have even been better if they said, “hey that makes sense and we will implement that.”  Okay I am pushing it with that quote.

After my last post on airlines, I started to notice minor things within the industry that I was thinking we were on the brink of something changing.  After the crash of US Air flight 1549 and the reaction to the crew and US Air toward the crash victims, I thought things would change.  In fact I wrote a post but never published on how great US Air was trying to make sure the passengers of that flight were cared for.  I actually wanted to write kudos to them for a job well done.  I was comparing the handling of that accident to one from another airline in Colorado.  It was a definite improvement.  Unfortunately this article took an already battered industry down another notch.  And, in my opinion, that was their own doing by the manner they responded to the question.  Now I would anticipate some backlash regarding donating tickets, and then eventually companies changing policy one by one.  How long do you think that will take?

UPDATE:  Just as I was going to bed, I noticed a link on the Consumerist regarding United Airlines discontinuing their India call center for complaints in favor of written complaints.  Okay things might be going a different direction.  Check out this Seattle Times Story:  “United to Stop Taking Complaints by Phone.”  That is one way to make complaints go away.  Now to be fair they will take complaint from their largest Customers.

I try to avoid talking specifically about Comcast on this blog, but today is an exception.  I avoid this because Comcast will be introducing a blog in the future and that is the appropriate forum (Mark, I know you will come across this in the your search, no need to include in our newsletter because I may be a little bias).  Yesterday I received a few Tweets regarding a Wired Magazine article “The Dark Lord of Broadband.”  In the article there were some valid criticisms that Comcast is working on, and other commentary that I would like to clarify.  I am doing this on my own and this is simply my opinion.

In the opening of the article it refers to the company as arrogant, unresponsive and overpriced.  Some may feel this way about Comcast but our goal is never to be arrogant or unresponsive.  I think our products are very valuable to most of our customers but everyone has their own opinion on pricing.  What I am very upset about is the way the reporter made it seem like these are traits of Brian Roberts. In my opinion this does not describe a man I have a lot of respect for.  Yes I have met Brian on a number of occasions.  My first meeting with Brian was via email before I even thought about working for Comcast .  What occurred was after his wife had a battle of cancer, Mr. Roberts made a very large donation to bring new, important technology to a Philadelphia area cancer center.  For those that have read this blog in the past you know this is a cause close to my heart.  I shot Mr. Roberts an email thanking him.  He responded personally and with the warmth I have seen him share in person.  It was this email that when I was considering looking at positions within Comcast became my reason to be willing.  I could tell by the warmth of the response that this leader was looking to improve the Customer experience.  Otherwise there would have never been a reply.

Comcast has always had a number of charitable initiatives from the contributions to causes in areas we serve to Comcast Cares Days (No they did not name days after me, but rather I “borrowed” the name from this great cause).  I knew of this because I too assist many charities and I have had the privilege to be part of events that were sponsored in large part by Comcast.

Since joining Comcast I have had a number of interactions with Brian.  To me he seems a little introverted (as I am) and always thinking.  He actually reminds me of another CEO that I have had a great respect for in the past:  John “Jack” Brennan former CEO of the Vanguard Group.  Both men have an intensity and thought process that is amazing to see in person.  This intensity is not arrogance but rather part of this thought process.

One of the first in person interactions I had with Brian was the day we moved into our new building.  I came in early to unpack and get settled in before the rest of my team started.  It was October, 2007 and I was one of the first to be in the building.  Brian was walking the halls by himself after the grand opening presentation.  He saw me in the office and came in to chat.  The conversation started with your typical pleasantries, but quickly evolved to service.  He was very concerned about our performance with Customer Service and he was asking my opinion.  I know he did not want service to be at the level it was at.  He was making changes to ensure that we as an organization headed into a different direction, including bringing Rick Germano to corporate to serve as the Senior VP for Customer Service operations.  But this is a change that we knew would take time before it was seen by our Customers.  What we can do now is concentrate on 1 Customer at a time.

Later that same day I had the privilege to meet Brian and his family.  During that interaction it was also easy to see that he is a family man.  Once you see people in this type of setting you begin to realized they are just like you.

In the article it does talk about many of the network management discussions that have occurred.  In my opinion it is that, more than my work, in which demonstrated the benefits of being part of the conversation.  Were mistakes made?  In my opinion, yes, but that is the nature of being human.  Even companies like Comcast are human in many ways.  Mistakes will be made.  What you have to do is learn from them and change going forward.  This too was mentioned in the story as engineers were encouraged to talk openly about the changes to network management.  That is the story here.

The final section of the article discusses my work referring to me as “Famous Frank,” a nickname from David Cohen, Executive Vice President.  In this section, in my opinion, makes me seem like a rebel within the company.  I want to be clear that I have always had the encouragement of senior Customer Service leadership and other senior leaders in the company.  At the time we started on Twitter my team and I were already active in other social media spaces and this was a natural progression.  We were referred to this space by @ComcastScott and we could see value in it.  But since there were not any books on the proper way to engage with Customers we had to learn as we go.  We started “tweeting” in April, but in February I was named manager of Digital Care (I was promoted in the summer to director).  As you can see from that progression, the company already saw value in social media and the work of my team.  We are advocates for the Customer, but it is my belief the same should be true for anyone in a Customer Service role.  I can assure you that I have shown this during every interview prior to joining the company so I know the interest of having someone like this in Customer Service is prevalent in the leadership in Philadelphia.  In my 17 months at Comcast I have always been encouraged to represent the Customer viewpoint and question things we were doing.  It helps for everyone to hear the perspective.  So I am not a rebel, unless you see everyone I interact with in the same light.

Now in closing we do have to continue to work on many things, including being more transparent, integrating systems and creating a more consistent experience for our Customers.  It is important for our Customers to see the value of our products and the service we provide.  We will work to do that.  These changes, just like the way we got to this point, will not be created by one person but the collective of all Comcasters.  We will get there!

This past week BusinessWeek.com posted a story called Comcast’s Twitter Man.  Of course I am one of a number of people on Twitter from Comcast.  These positive stories have come about because of the great team I have and their efforts to improve the Customer experience.  I am still shocked by it all.  Whenever a story comes out like this it always brings about questions:  usually scalability and existing Customer experience through other channels such as phone and chat.  This post will answer the question on scalability.  I am saving the discussion on improving the experience through all channels for the future Comcast corporate blog.  That is a topic that is more relevant for that space instead of this one.  But since I am a believer that social media engagement will be important in the coming years, I thought scalability is a great discussion for here.

Jeremiah Owyang is an analyst for Forrester Research.  He likes to ask the difficult questions, and I appreciate that about him.  I look forward to more questions in the future.  Follow this link to see an interview Jeremiah did with me during the Forrester conference in Dallas.  After the BusinessWeek.com story he tweeted the following:

To begin to answer this question I should point out that I personally believe that social media is another form of communication, similar to phone or email.  To me there is no difference.  People post in social media to be heard.  It is really just a question as to who is listening.  I believe in the coming years, as companies begin to understand social media you will see more of it.  If someone has this belief, then they  also must believe that it is scalable.

There are multiple answers in the way in which social media outreach is scalable.  The first and most obvious is as social media continues to expand more and more employees will be participating in these spaces.  If the employees are passionate they will assist.  There are 2 keys in making this successful.  The first is company policies must permit them to do so.  Many companies have been scared of this, but who is a better advocate for the company then the employee.  If they are not then the company needs to review their own hiring practices and the manner in which they treat their employees.  By the way, no matter what the company policy is, employee will still be participating in social media anyway, so it is best to embrace it.  Second is companies should teach their employees how to participate in social media spaces.  @Zappos and other companies do a great job with this.

The other model for scalability (BTW it works with the one above very well) is engagement by a team of individuals.  This too is very scalable, but it requires the right tools.  Many companies over the years have built listening tools or have a listening service.  I personally like our friends at Nielsen Online.  They have great ways to “hear” what is being discussed regarding your brand and strong analysis.   If a company is not listening, they should be.

There are also tools that are used for engagement in social media spaces like Twitter, Facebook, YouTube, blogs, forums or many other websites where conversations are happening.   These tools are still being developed by many companies and I believe they will continue to get better.  We have been reviewing a few of them.  One such tool is Radian 6.  This tool not only pulls these conversations into one single place, but you can also assign it to someone to review and reach out to assist.  The tool also gathers the data so you can reference again in the future if necessary.  You can also track how the conversation changes.  With this tool in theory you can have many people assisting Customers in social media.  Here is a screen shot of Radian 6.

Now tools like this will continue to improve in the coming years.  I think the keys to the tools would be speed, yet provide the ability to keep it personal.  I find social media to be about relationships, so it is also key that the tool can make sure the same person is able to assist if someone comes back for help.  I would also love to see it integrated with email communication.  This will further the analysis tools but also a great way to fully understand a Customer story.  At the same time it definitely makes engagement scalable.  There is an ability to have 5 users or 10000.

Beyond the tools, companies have to continue to grow comfortable with allowing the relationships to develop.  It is imperative for anyone working in these spaces to “be themselves.”  Companies must be comfortable that every word said will not be reviewed by many different people.

So to recap here are the keys to scalability:

• Company support
• Speed of response
• Assignability
• The ability to keep it personal

There is no need to go out and purchase these tools yet, although they help.  For now, until you understand the space and how you will use it, tools like Twitter Search or Google Blogsearch will work well.

The tools will continue to evolve as social media will, but it is really making the world much smaller for individuals and companies.  How do you see this evolving?

For me everything is about Customer Service.  I believe creating the right Customer experience will pay dividends for years to come for any company.  I also believe that in the coming years Customer Service will be what differentiates companies.  I always like to recognize excellent service.  We receive it all the time when we order a product and it comes as expected.  This is excellent.  But any company, big or small will have a time where a mistake happens.  It is not about the mistake, it is just a question of how it is dealt with.

Last week my wife ordered a package from an Amazon store called 16th Avenue Pharmacy.  I love that name because it reminds me of the small pharmacy we use called Harris Pharmacy in Doylestown, PA.  Anyway my wife ordered the item and it was delivered today.  When she opened the package it was not the correct item.  Well stuff happens.  She told me she was going to send an email about the mix up.  This is where you really begin to judge the service provided by any company.  It is also something smaller companies tend to excel at.

Within minutes of sending the email, the phone rang.  She missed it because she was talking to me.  Then her cell phone rang, which was missed.  So she went to check the caller ID to call back, but when she did, an email popped up saying “I am so sorry about this mispick!!! You will have the bird house tomorrow!!   Thank you and sorry!”  This is my favorite style of email, not a form letter (I can do a whole blog post on emails written in letter style), but a sincere message that truly conveys an apology.  But what made this more special was the speed in the response and I also like that they tried to call over the phone first for the personal touch.

We have all experienced “mispicks” (my new favorite term) and the way it has been handled can vary a great deal.  I have been questioned regarding the product received.  I have also been told to return an item before the correct one will be issued.  There was none of that.  In fact Carolyn wrote back to find out how to deal with it.  Mark, the president of the company, responded “Don’t even worry about it keep it on me!'” This is what service is about.  Not about the mistakes that happen, but how you handle them.  Kudos to Mark and 16th Avenue Pharmacy!

Have you had a situation where a company handled a mistake well and it impressed you?

Engaging in Social Media is not redefining Customer Service, but rather what people think of Customer Service. To start lets look at what Customer Service really is. In an effort to do this I started by Googling the term “Customer Service Definitions.” Many of the definitions I found made me laugh. I am starting to see why Customer Service is lacking throughout the country. It is interesting that many of them were missing key components or focusing on sales, the company or other ancillary business aspect. To me it is simple. It is the manner that you build long term relationships with your Customers. This is done through every interaction a Customer has with your company, including use of the products, interactions with your systems (such as your website), reviewing marketing material or talking to anyone representing your company in any forum (phone, in person (even at a party), email, chat, etc). Even when the Customer is writing the check or using their banks online bill pay service, this is Customer Service.

What I found most interesting is many of the definitions seem to focus on complaints, people interactions or sales. This is missing the boat. If you purchase from Amazon, one of the main Customer Service points is when the shipment arrives at your door. If it is damaged or late, you will consider it to be a poor service experience. But if it the shipping time exceeds your expectations you will be wowed.

This is why I am a firm believer that everyone in any organization is part of the Customer Service function. Do you feel that you are part of Customer Service? Or do you look down on people that work in this function? If you do it is time for you to adjust that attitude.

Now this brings me to the topic of the post. I have seen a lot of press and blog posts about the efforts of my team on the web. I have always been surprised by this because I do not see what I am doing as that special. If you review how I defined Customer Service, you will notice that I believe it is everyone’s responsibility to talk with Customers. I also believe that it is important to be where they are when possible. The internet provides that ability.

To me if I hear someone talking about the company I work for I always offer to help. I have done this at parties, on the street, and one time in a Verizon Wireless store. I never have done it in a negative way. I would just say let me assist, here is my business card. My business card has my email, office phone and my cell phone clearly listed on it. It is very simple. “Let me know if I can help.”

So now we look at engagement in social media spaces. In many cases I write simple messages, “Can I help” or “Thank you.” I do not use the time to sell which many marketers have tried to do. Yet these simple acknowledgements have led to many sales. The key is to be genuine and willing to sincerely listen and help. I never press, I simply provide the opportunity for someone to obtain assistance. For me if I saw someone who wanted or needed help anywhere, I would be happy to assist. As many of you know I have been known to do this many hours of the day, but that is because if I see someone that needs help, and if I can, I will.

So our online activity has caused a little buzz at times, but it is never redefined my definition of Customer Service. What occurred is some people never thought of social media and Customer Service so it appeared new to them. It redefined their thought on Customer Service. That to me is exciting and it is part of the overall shift I think we are seeing in the way people and companies view Customers Service. The definition is becoming more clear. What do you think?