At the core, the customer service team needs to have a focus to discover the root cause of the issue. Social media, and every other channel are simply tools to enhance the customer experience.

The worst interaction, is the one where the customer says everything is ok, turns around and post on twitter how the agent was unable to help them.

Organization can not treat social media as the solution or the answer to be more competitive when there is a lack of motivation to create a great customer experience interaction.

Stephan this is an inspirational article to be innovative. I think the best sentence to start this process is in your last paragraph "Understanding of the customer journey is the best way organizations can build a strong brand".

Looking at solution from a customer perspective allows companies to see implementation from a different perspective, where the end goal is not align the solution to past projects or existing processes, but rather enhance the experience of the customer so they see the value in being loyal.

Thanks for the inspiration!