Active-customer service in SCRM

        In the past, most of company use passive customer service in which they can use CRM program for only receives customer's feedback or comments when customers call to call center, but in SCRM, the company can opens their social media channels as the active customer service channels to search or find their customer's respond in several pages through social media by themselves and fix it immediately.

       According to the above video, Dunkin' Donuts use active customer services continue to improve Customer Relationships (CRM) and engage its customers through social media because Dunkin Donuts aimed to growing and maintaining a highly engaged global online community of Dunkin Donut fans by using the social media team’s for Dunkin’ Donuts in headquarter coordinate with public relations (PR) agencies to support in local markets and brainstorming for update, answer the question, controls and creates promotions on Facebook pages, Twitter and other channels.

                                           

            Another above example is the case of Comcast which their customers are looking for specific help to fix their problems. If their wireless Internet isn’t working, they want to know how to fix it. If their television connection is out, they want to know how to repair whatever is broken.To provide each customer with a timely and helpful response, Comcast’s Twitter account is managed by a team of people who can quickly offer technical support and troubleshooting tactics for a variety of issues.