BizSugar.com › Social Media › Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of Relationship Management

ompanies are unable to scale to keep up with the social phenomenon

We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up.

For companies, real time is not fast enough. Companies need to be able to anticipate what customers are going to say and do, in order to keep up. Although Motrin responded to angry mom’s within 24 hours –it was too slow.
Companies are unable to scale to meet the needs of social. No matter how many community managers Dell and Comcast Cares hires to support, they’ll never be able to match the number of active customers. They need tools, and they need them now.
Customers don’t care what department you’re in they just want their problem fixed. Dooce’s support problem with Maytag quickly became a PR nightmare –had the support group known she was an influencer (and what it means), they could have serviced her better.