Module 4 – Case
CUSTOMER SERVICE AND SOCIAL MEDIA
Case Assignment
Consider the Kaiser Permanente case described in the case study article by Kiron. Develop a 3- to 4-page argumentative essay arguing in favor of, or against the following statement: Social media can be very useful in enhancing the customer experience. Use examples from the Kaiser Permanente case described in the case study article by Kiron.
Assignment Expectations
This paper should be written in your own words and include:
An introduction stating the thesis, position, or central theme you plan to take or consider in your paper.
A main body that provides a cogent, well documented case in support of your thesis, position or central theme.
A conclusion concisely stating the main points of your analysis and the conclusions you reached.
Be sure to document your sources and provide in-text citations whenever you use information you obtained from a background reading or other outside source, as well as a separate reference list at the end of the paper. You MUST document where you got the information you are using in your papers! In-text citations are expected anytime you paraphrase an idea, or use data or information from another source. You must also limit using quoted material, and always use quotation marks and an in-text citation on the rare occasion that you quote another source verbatim.
The following criteria will also be used to assess your paper:
- Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
- Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
- Writing: Is the paper clear and well written with an academic tone?
- Use of Sources: Did the student apply recent, relevant sources to support key points?
- Mechanics: Was the paper properly formatted to include proper use of in-text citations?
Module 4 – SLP
CUSTOMER SERVICE AND SOCIAL MEDIA
Every organization has customers. Retail store and banking customers are pretty easy to identify. They are the people who buy stuff, make deposits, and take out loans. Some organizations, such as military units, however, have a less conspicuous customer base. For the military, the external customers are the public who they defend, politicians who allocate funds, and potential recruits (…to name a few).
The intent of the present SLP is to switch gears just a bit and not talk about internal customer service for a change. Rather, in this SLP you are going to be asked to identify one or more external customers to your organization and to determine what efforts (if any) your organization has put forth to utilize social media outlets to assist the customer from a customer service perspective. To reiterate:
Identify one or more of your chosen organization’s external customers and describe what efforts your organization puts forth through social media to better the customer service relationship. If the organization does not make an effort in this regard, what could or should they be doing to enhance the customer experience based on your readings?
SLP Assignment Expectations
The following criteria will also be used to assess your paper:
- Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
- Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
- Writing: Is the paper clear and well written with an academic tone?
- Use of Sources: Did the student apply recent, relevant sources to support key points?
- Mechanics: Was the paper properly formatted to include proper use of in-text citations?
Your essay should be 2 to 3 pages in length (not counting your title page or references). You must include a title page and a list of references. APA formatting is preferred. Do not paste in sections of text into your essay. All of your work must be written in your own words. It’s OK to use a short quote now and again, but quotations must be in quotation marks and properly cited. In-text citations should be used anytime you are borrowing somebody else’s ideas, or information. That is to say, if you are borrowing a thought from a publication from J. Bravo’s article written in 2010, that section of text must be followed with (Bravo, 2010). Quotations, data, and general ideas (put into your own words) should all be cited.
Module 4 – Background
CUSTOMER SERVICE AND SOCIAL MEDIA
Required Reading
Kiron, D. (2012). Social business at kaiser permanente: Using social tools to improve customer service, research and internal collaboration. MIT Sloan Management Review, 53(3), 1-3. (Accessed though Trident University International’s Library via Proquest database)
Fluss, D. (2012), Using social media for customer service. Customer Relationship Management, 16, 10-10. Retrieved from (Accessed though Trident University International’s Library via Proquest database)
Abstract directly from article: There are so many misconceptions in the market about using social media for customer service, many of which are due to the newness of the solutions. To separate fact from fiction, DMG Consulting conducted a worldwide study on using social networking for customer service. Among the findings, they discovered that more than two-thirds (67%) of enterprises are already using social media for a variety of activities that often include some form of customer service. The study found that despite the widely recognized potential power of social media, few organizations have figured out how to use it effectively to achieve their enterprise goals. The fact that customer service and contact center departments are not generally involved in setting the social media strategy is a costly disconnect that is going to hurt companies.
Fluss, D., & Rogers, M. (2010), The growth of social media in customer service. Customer Relationship Management, 14, 8-8. Retrieved from (Accessed though Trident University International’s Library via Proquest database)
Abstract directly from article: Few recent phenomena have generated as much interest and hype as social media. The technologies used to create consumer-generated (and, increasingly, business-generated) content are giving consumers a voice. Contact centers are the ideal department in the company to respond to feedback on social networking and community sites, because they are set up and staffed to handle large volumes of interactions across multiple channels, in real or near-real time. Yet despite their natural fit for social networking, most of today’s contact centers do not actively participate. Even as social media and social networking grow in importance as additional means of communicating with customers, organizations need to be careful not to overreact or to exaggerate the importance of communications that flow from these media.
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