Social media can seem like such a hassle, but having an entirely new communication channel means new opportunities to learn from your customers. Listening may be more important than talking. 

The Hub Magazine: Check, please!, 2012-Jul/Aug, by Spencer Hapoienu of Insight out of Chaos

American Express recently released its 2012 Global Customer Service Barometer. It found that consumers who use social media for customer service are significantly more valuable than the general population. According to the report, socially engaged customers are almost twice as willing to spend more for excellent service than the general population. They are also nearly three times as likely to communicate positive customer-service experiences.

That’s the good news. These customers need attention because they are also more than 50 percent more likely to cancel an intended purchase because of poor customer service than the general population. They are over twice as willing to share negative customer-service experiences, as well.