Brands like Comcast, Dell, and Nike have made names for themselves on Twitter as customer service pros. Their responses to customer mentions in the social sphere are known for being useful, timely and fun. At SAS, we were hoping to develop a similar program for monitoring and responding to our customers on our most popular social channels. We took a cross-divisional approach to making it happen and found that these four steps helped: Find the right people. Set clear goals and priorities....

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