In 2012, an airline’s Twitter team sprang into action after receiving a series of tweets about long lines at the Oakland airport’s check-in counters. With tweeters growing increasingly concerned that they were going to miss their flights, the Twitter team not only tweeted a response but phoned the airport operators with an urgent request for more desk staffing.
Within the next year, someone might post a photo on Instagram of the sub-standard sandwich they just got at a major fast-food chain, requiring the same swift response. Consumers in 2012 looked to their mobile devices to share their customer service experiences more than ever before, requiring corporate “social care” teams to address customer issues beyond the mere digital realm.
2013 will up the ante on the response times needed to manage these sorts of real-world interactions.