In our last post, we discussed why companies should first fix their current channels before rushing into providing customer service via social media. Internet sites have been up for over fifteen years for most companies, yet even the best sites are not integrated with the company’s voice channel, thereby increasing customer effort to receive service that the site could not provide. Here is the typical scenario, and I experience it weekly: Attempt to self serve on the website, and fail for any number of reasons Call company support (and aren’t many companies sneaky about making it difficult to find their phone number?) Drop into an … …more