Social customer service and the Man in the Machine: Maersk Line’s social media study (part 4)

A screenshot of @AskCiti, Citibank's Customer Service handle on Twitter
Citibank’s Customer Service handle on Twitter – @AskCiti – is a good example of how you can humanize your brand and (most likely) improve customer satisfaction by getting some of your named customer service employees plugged in.

Moving on from my previous post about the value of social media and future directions for Maersk Line, it’s now time to zoom in on one of the new areas: Social Customer Service.

There are many good reasons why we in Maersk Line (and other companies for that matter) should care about social customer service, i.e. servicing customers via various social media outlets – in a structured way, involving colleagues from customer service.

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