I have been working on design and set-up of many social media governance projects and the customer care side is always the darkest one, besides politics.

At the end of the day, what I have find out is that the social customer care is one of the most genuine and interesting possibilities offered by social media to enable cultural change. It isn’t creative, funny and exciting compared to e.g. real time marketing, however it is one of the best digital transformation pilots a company may choose to run.



The Social customer care forces the organization to find some answers to basic topics that are real enablers for internal cultural and organizational evolution:

No more silos: you must adopt cross-bu response and escalation flows. Employees have to find a way to collaborate
No more skeleton in the closet: you will be living that bad dream where you’re naked in public. This will force the organization to behave in the best possible way. Sooner than expected you will learn to be fast, adaptive, transparent, in one word: social
No more data bullshit: you will have the tremendous opportunity to track and measure real business impact based on standard metrics (churn rate reduction, # of incoming calls, response time, resolution time, etc..), that means that the outcome will be easy understandable by everyone in the company.

That’s not bad for a pilot!


Based on my experience, basically describing my approach to the project, I have designed a mindmap to collect all the areas you may want to consider if you are addressing a social customer service project.

I hope you like it! 🙂

Governance Design focus on social customer care

Governance Design focus on social customer care


Social Customer Care: a pilot to tear down the walls by Alessandro Fontana is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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