This week’s activity requires you to select an organisation and to identify and discuss some of the major benefits and value levers associated with implementing Enterprise 2.0. Concentrate on one (maximum two) of the 5 functional areas ([1] product development, [2] operations and distribution, [3] marketing and sales, [4] customer service and [5] business support). and use the relevant Social Technology value levers published by McKinsey Global Institute, 2012. Briefly describe your selected organisation and how some of the value levers may apply (or are being applied).
Customer Service: Provide Customer Care via Social Services
So you might be thinking “Australia Post, really?” but I assure you I picked this organisation because I believe they’ve done well to incorporate aspects of Social Media in an effort to improve their image. Please don’t misrepresent this as a sales pitch of sorts! Postal Services, particularly get a fair bit of flack every day. Why so much, more so than others? I believe this is due to the incredibly large reach they have across the ENTIRE country. With the exclusion of private couriers or regions or areas that do not get direct postal services, AP is pretty much there. They’re the ones who handle everything on sight and it’s very easy to blame them when things go wrong. It may be an issue with customs, it may be an issue with overseas customers or postal services in how they handle packages and mail (if having something shipped internationally), but at the end of the day you’re getting your mail straight from Australia Post.
They’re no strangers to abuse either, just take a look at either this (News reporting AP issues), this (Forums discussing AP issues) or what even appears to be their inability to catch up with technology. That wasn’t difficult to find and in no way represents the quality of arguments against Australia Post, just that it’s there. But that brings me to my point. When people have issues, they usually talk about them, spread the word, get their friends involved. Facebook has always been a very strong ingredient in this mix of ranting and raving. Whilst Australia Post have their own Facebook Page, I think they’ve done well to use this as a facet of customer support.
I’ve had some issues before with postage, so I sent them a message on Facebook and within an hour I got a reply. I’ve had them added for a while and have noticed that unlike some company FB pages, they will take out more time to respond to queries, feedback and complaints. It’s not a matter of whether or not this message provides IMMEDIATE results, but the nothing that there is someone who has heard your concern and has reassured you that there is something being done, which I believe to be a crucial component to providing Customer Care. After all, how will you know if your customers are completely satisfied unless you talk to them?
If you’re not entirely convinced, just have a quick browse through the Facebook page of Australia Post. Barring those messages within a few hours, I’m certain you’ll spot a complaint that has been addressed or acknowledged by a consultant.
That’s the end of my fourth blog post, I hope it wasn’t stale. I’m going to go ahead and suggest you visit Conor Farne Sang‘s blog… because he’s my brother. 😀
USELESS FACT #3
Sneezing Panda gets the bill
Pandas rely on spatial memory, not visual memory.
Adam Farne Sang 