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. Social media sites used to channel anger and frustration
2. Are customers getting in control
3. Social media changes customer service landscape
4. A new way of managing customer relations
5. Chasing complaining customers on social media