Best Practice Report

Best Practices: Five Strategies For Customer Service Social Media Excellence

Use Social Technologies To Improve Customer Experiences And Lower Costs

August 14th, 2009
Natalie Petouhoff, Ph.D.
With contributors:
William Band , Jeremiah Owyang


As consumers rapidly adopt social media — and use it to voice their displeasure about brands and complain about products and services — customer service professionals struggle with how best to harness the power of the cloud to transform customer experiences. Forrester's interviews with savvy executives found that smart companies use five emerging best practices: Begin by taking ownership of the social media initiative; determine your customer social media goal; keep a laser focus on the customer experience; understand the fast-changing social technology landscape; and build a strong business case for change. By following these best practices, companies can use social media to enrich customer experiences, reduce customer service costs, and transform their businesses.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.