Is it possible to deliver consistent and reliable 'social customer service'?

Added by Ian Golding on Jul 30, 2013 4:00 PM.
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At the end of May 2013, I wrote a blog post about a loaf of bread. Whilst this might sound rather odd to those of you who have not had the chance to read it, the loaf of bread itself was not the centrepiece of the story. The story centred on the use of social media to address a customer issue and ultimately improve the customer experience. If you would like to read about it, you can do here –

Many people who have read the story have wondered whether my experience was/is repeatable. Was I just lucky that Morrisons dealt with my issue in the way they did, or are they able to replicate this recovery process over and over again? Whilst organisations all over the world still try to grapple with social media ‘strategy’, the ability to deliver good, reliable, repeatable social service is becoming more and more important.

A few weeks ago, I was contacted via Twitter (or course) by a social media expert called Mike Sutton. Mike was keen to investigate the repeatability of my experience. What you are about to read is the result of his investigation in his own words - it is very compelling……

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