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This is one of the biggest problems it seems with companies that fail and/or struggle to effectively utilize social media - they don't care to understand why it's cool or why it's working - they just want to be cool.

One must understand how social media works, why people are doing what they are doing, and how to engage these people in a personal, heartfelt way, and not to spam them with ones crap.

Stephen,

Great insights. We can't paint over ugly. Saying we care when we don't is almost worse than just saying, "Look, we had to cut our costs, so we no longer have enough customer call center reps to meet or exceed your expectations. Please be patient with us."

Of course, the above disclaimer doesn't solve anything either. The truth: In today's commoditization world, customer experiences represent the only way to differentiate and distinguish ourselves. Cut down or don't train for great customer experiences at our own risk.

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