Often my conversations with people make me think we’re facing a growing technology divide. One group of my friends and colleagues are actively online and, for the most part, use social media like Twitter, FaceBook and LinkedIn. But others stare at me like I’m speaking in tongues when I talk about using these social media tools to connect with their customers.

That’s why I love Chris Brogan’s recent post about a small comic shop in Amesbury, MA that uses Twitter very effectively. As Chris points out:

I have been reading quite a few blogs and comments lately about how social media and customer service need to come together. There has also been a lot of talk about the Social Customer and its importance. I wholeheartedly agree, and as you might imagine, I have a few quick thoughts on the subject which I will share below (inspired by some comments on left on Esteban Kolsky’s post at the blog TheSocialCustomer).

When I first meet with a client organization’s executives to discuss a planned customer service initiative, it’s not uncommon for the group to be overwhelmed with the scope of work to be done. I often see the “deer in the headlights” looks on their faces as the leaders wonder what they’ve gotten themselves into.

Here is a great question: “Are you easy to do business with?”

That may sound like a simple question, and you may immediately want to say, “Yes!” However, I urge you to take a close look at how you are perceived by your customers and fellow employees.

Certain companies create an image that they are extremely easy to do business with. Their sales people are friendly. They bend over backwards to take care of you. They provide a “hassle-free” experience. They never question a return. Most people (especially me) love doing business with a place like this.

The Mayor of San Francisco, Gavin Newsom, was looking for creative ways to provide customer service to his citizens without costing the city a lot of money. In a press conference, that was replayed on Youtube, he announced a new and innovative way for his citizens to communicate with the city’s government agencies through Twitter.

Recently we reported on the president of Brazil’s decree that companies operating in his country will meet certain standards in how they deal with customers. While I’m not a fan of increasing government regulation I like the idea of making customer service standards a big deal.

That’s what Tata Indicom has done. Even better, they’re telling their customers about it.

They have made five specific promises to their customers in these areas of service:

(By Chip R. Bell and John R. Patterson)

It made business headlines. The most popular brand in the world focused on the experience, not just their long-famous product.

Coca-Cola introduced their “Freestyle” vending machine. Their ad copy described it as “all packaged in an innovative and interactive fountain experience.” It was designed with help from Ferrari! Step one, pick your favorite Coke beverage: Fanta, Sprite, Minute Maid lemonade, CokeZero, etc. Step two, pick your favorite flavoring. Want a raspberry Coke, a peach Fanta or a coconut flavored lemonade? There are over 100 combinations. A plastic cup is filled with ice and your special concoction.

Suppose you were to walk into a dry-cleaner and the clerk is on the phone with another customer.  You put your clothes on the counter and all visual cues about your stance and demeanor indicate that you are in a hurry.  What would you want the clerk to do if you were the customer physically in the dry cleaner location?  What would you want the clerk to do if you were the customer on the phone?

Okay, perhaps the better question is “Can you afford not to?”

Recently, J.D. Power and Associates reported that exceptional service satisfaction enhances automotive dealer and manufacturer profitability by improving customer retention even as sales decline.

I have one comment on their finding. “Duh!”

OK, seriously, they are absolutely correct. NO business can afford to NOT provide exceptional service 100 % of the time.

Today’s new buzz words in the world of customer service are “customer engagement” and “customer centric”. The concepts are very valid and important to create a relationship with the customer. But as I read the articles I can’t help but think these are just new phrases for the same old stuff that has been around forever. It is all a reminder that we are in business for one reason – to service and sell the customer. The customer holds all the cards and the customer rules. Seems pretty basic.

I’m working on a project right now. It’s a big project. I’m excited about it. And I think it has great potential.

But you wouldn’t know about it. I haven’t mentioned it. That’s the lesson of this post:  if I don’t tell you I’m working on something, you have no idea what I’m doing.