It involves enhancing communications and information-sharing and the way in which companies, customers, and prospects interact. It encompasses the explosion of Web-delivered content, interconnectivity, new applications, and the way that always-on, always-connected people have built relationships with one another centered around content and like interests. Web 2.0 is the broad term used to describe the evolving use of the Internet as a technology platform to enhance functionality, communications, and collaboration. This demonstrates how the Internet and Web 2.0 social networking applications are changing the dynamics of customer service in the 21st century.
People are using the Web to broadcast their frustrations, look for companionship, and seek solutions to their problems by tapping into the power of online communities.Ĭonsumers are becoming accustomed to and demanding instant access and rapid results, including immediate resolution of any issue or question. Web 2.0 is transforming the way people are expressing themselves. But now, without even picking up the phone, just a few clicks on a keyboard and an Internet connection can spread one person's opinions to millions of people worldwide. The accepted wisdom used to be that for every unhappy customer, you could count on 11 more customers (or potential customers) hearing about the unfortunate situation. The world of customer service is changing.
For the rest of the March 2009 issue of CRM magazine, please click here.
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