Do companies over concentrate customer service on a handful of social media activists?

I found this Schumpeter Too much buzz article on the big opportunities and big problems provided by social media very thought-provoking.  Please note particularly:

“Responding quickly to bitter tweets sounds like a nifty way to soothe angry customers. But there is a risk that companies will concentrate on a handful of activists (who tweet a lot), while neglecting average customers (who don’t). They may also ignore non-customers (who are the biggest potential source of growth) and the elderly (who seldom tweet).”

Do companies over concentrate customer service on a handful of social media activists?

About Arie Goldshlager

Customer Insight, Customer Strategy, and Innovation Consultant
This entry was posted in Customer Complaint, Customer Experience, Customer Retention. Bookmark the permalink.

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