The computer says "yes!". Or words to that effect. But the social media imperative to „Listen to your customers‟ has finally pushed the issue to the top of the customer service agenda.

There is no doubt that changes are taking place in the way that customers seek help for their customer service enquiries, problems and complaints. The influence of social media messaging has been responsible for transforming a formerly, closed one-to-one interaction to a more open and empathetic experience.

The use of Twitter, Facebook, blogs, forums and online communities has led to traditional methods, ways of communicating and business processes to be constantly questioned by customers.

As in online marketing engagement, so too in customer enquiries and problem solving. Conversations between people, once undertaken by telephone, email and letters are being replaced by the new channels and platforms.

This means that often, customers are bypassing the requirement to deal with a company altogether. Instead, they are turning to each other for help by posting questions on third party sites or simply seeking self-help through searching on forums or via blogs.

People have created their own groups and networks, where the sharing of information between trusted 'friends' is paramount. Customer service is moving into the hands of customers themselves. If you have a problem, who better to ask than someone who has recently had the same experience!

As a result of the take up of the smartphone – and mobile apps to deal with every situation as it arises - companies that recognise this trend have begun to redefine the way they engage with customers. They have recognised the need for businesses to break down the way they fundamentally look at their customers, not only within marketing strategies but in vital after-sales customer care.

This gives rise to the possibility of creating a truly cross-channel, cross-platform customer experience that allows businesses to deliver on their customer service promise.

In this new scenario, the customer experience becomes the service. Indeed, in many instances, a positive experience supersedes the need for a positive resolution.

As a result, customers, who have been seen only as part of an equation in the drive for cost-reduction and operational efficiency - which in practice meant a corresponding reduction in attention, post transaction and shunting into the dead end of customer service sidings – are now reclaiming the balance of power of problem resolution on their own terms and forcing business to re-evaluate to re- engage.

It seems to be that " Your call is important to us" is taking on a new sense of meaning and urgency ...