So you’ve decided to use Social Media to extend your customer service efforts out to where your customers are talking. Cool! Now comes the hard part – answering the inevitable question, “What is the ROI?”
It’s a tough question to answer because Social Media ROI is not always easily broken out in dollars & cents. What’s the cost of a complaint that goes unanswered? What’s the revenue impact of a positive mention?
I spent a good chunk of time investigating this question from a customer service perspective. In the end, I think the best answer comes from Frank Eliason, the man who started Comcast’s Social Media customer service program, Comcastcares.
See if you agree with how Frank answers the ROI question – I do!