Called “the most famous customer service manager in the U.S., possibly in the world” by Businessweek.com, Frank Eliason (a BRITE ’11 speaker) is a social media pioneer. Frank, formerly the well-known voice behind @ComcastCares, is now SVP of Social Media at Citi where he and his team are using social media to humanize the brand and build a dialogue and rapport with customers. While at Comcast, Frank built an incredible amount of customer loyalty and industry admiration through customer service work using social media.
The changes Frank has found through social customer service go beyond just answering a few complaints via Twitter. “Many people don’t realize that ‘social’ will really change the dynamics of your whole company,” Frank told cms wire. He noted, for example, an occasion a few years back where the NHL playoffs blacked-out and customer calls and complaints started coming in. Through searching Twitter posts, Comcast realized within just a few minutes that the problem was caused by a lightning strike affecting the sports network. Frank estimates that because this allowed Comcast to make a quick adjustment to its automated call center message, the company saved around $1.2 million by avoiding what would have been extended customer service calls.
And just this month at our Sobel-BRITE “The Network Is Your Customer” panel discussion (video below), Frank spoke about the importance of the people behind corporate social media initiatives. “I don’t connect with a logo. I connect with people. If you look at the most successful [companies] in social media, you know the people behind it.”
Hear Frank Eliason speak at our BRITE ’11 conference (March 2-3, 2011). Register now!
BY MATTHEW QUINT