I was reading a post the other day published by Tiffany Maleshefski on ZenDesk’s blog (Zengage) – Why you can’t ignore Twitter.

Image originally posted on Zengage, The Zendesk Blog

There was also the usual roundup of compelling numbers which makes the case for social media increasingly harder to ignore. Although I am not sure why numbers rather than behaviour always seems to be more compelling.

What was of interest to me, apart from the graphics of birds in various stages of dissection (although obviously not suffering any visable signs of discomfort), was the distinction made between those numbers in blue and the one for customer support at the bottom in white. Leaving the numbers aside completely, I was left wondering how each of the customer behaviours in the blue colour was in some way or other different to customer support overall (in white)?

What does your organisation mean by customer support in today’s changing world? Is it different to how your customers would define it? If the two are out of synch at the outset, how is the gap closed down? Or not? By which side? If ever?