Despite how quickly social networking is becoming integrated in enterprises, it still isn’t scaling to meet the most complex problems faced today. The well-known success stories of customer service being made more accountable and responsive are emanating out of how @ComCastCares, @JetBlue, @SouthwestAir and other companies are using Twitter as a means to better solve customer problems. Before social networking, these customers would be relegated to workflows that treated customers more like cattle than people who made paychecks possible.
