A Transformation of Customer Service

This morning following me posting one of my articles, my internet suddenly shut off. I later learned that it was because a payment I had made over the phone had not been processed. In between me not having internet access and tweeting it via my mobile phone, @comcastcares asked me if I had my issue resolved. While it wasn’t instantaneous, it was really quick. Previously, in order to receive the phone you would have to pick up the phone and call customer service to get some help.

What Comcast has done is extremely simple but transformational. They are proactively engaging frustrated clients. This model is not new but what happened with me on Twitter painted a funny picture in my head. Imagine sitting in front of your brand new plasma TV, the installation people finish mounting it, turn on the TV and everything works. Once the installation team walks out the door you start using the television and realize that you can’t change the channels because there’s a lock on the cable box.

After yelling a few expletives you proceed to try getting things to work. Within moments your phone rings and it’s a technical support person there to walk you through resolving your problem. “How did you know I had a problem,” you ask the technical support representative. “Your girlfriend just told her friend on Twitter that she was enjoying watching you figure out how to make your new television work.”

Your girlfriend (or significant other) smiles as you glance over and the tech support rep proceeds to walk you through the process of configuring your television. This is only one example of the future of support. Social technology is changine the way that brands interact with us, not just the way we interact with them. This began with blogs but new social technologies are making it it easier for us to have a personal relationship with our brands.

Over the coming years as social information makes parts of our lives more public, brands will have the opportunity to have more substantial bonds with their clients. While we thought the digital world would distance us from brands since we wouldn’t necessarily have a face to face interaction, we are actually being brought closer thanks to these new social technologies. Do you have any examples of improved brand interaction thanks to these new technologies?