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Access "Southwest, others make mobile and social CRM fly"

Published: 11 Oct 2012
Social CRM goes to market

This article is part of the August 2012, Vol. 1, Issue 5 issue of Social CRM goes to market

For companies that depend on repeat business from loyal customers, maintaining a reputation for quality customer service is critical. For Southwest Airlines, that means delivering a reliable travel customer service—on-time flights and intact luggage—as well as running a contact center that can respond quickly to customer concerns. To respond effectively, companies have to first see the feedback—and that can be a real challenge with all the different social CRM channels that consumers use to communicate. For more on social CRM Read how half of Fortune 1000 won't see ROI on social media See how call centers recognize value of social media A few years ago, Southwest discovered that many of its customers were not calling when they needed help or even emailing. Instead, customers were posting about the airline on social media sites, where everyone except Southwest customer services staff could respond. “There was a portion of the customer base that wasn’t comfortable calling or emailing, but were tweeting,” said Catherine Gantt, manager of customer advocacy and ... Access >>>

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