Companies should use whichever channels their customers are choosing, rather than continuing to focus on their own websites and call centers.

Some customers use socialmedia to complain:

Others again want to be informed about new products and services, to get help, share price etc. So it can make sence to have more than one identity – Carphone Warehouse have that:

• @carphoneware: used for official CPW tweets about the company, new developments etc.
• @shaneatcarphone: financial PR stuff – share price etc
• @cpwhelp: official help and support
• @becksatcarphone: customer service from Rebecca Holmes
• @stuartcarphone: customer service, but also a focus on BlackBerrys
• @erkanatcarphone: specialises in iPhone and videos

This feedback from one customer says it all:

Carphone Warehouse also use Facebook, YouTube and more to creat a dialog with the customer.

Related posts:

1. Are customers getting in control?
2. A new way of managing customer relations
3. Chasing complaining customers on social media?
4. Collecting unhappy Deutsche Bahn customers from Twitter
5. Is social media turning companies into the mom and pop shop of the old days?