Is Your Brand a Rapunzel of Social Customer Service?

By: Elizabeth Clor

May 25, 2016

Customer Feedback
Social Customer Care
Social Engagement
social listening
Voice of the Customer

“Social customer service for brands should not feel like the story of Rapunzel, with customers begging Rapunzel to throw down her hair. Rapunzel should be at the bottom of the tower, customer-focused and ready to help. Too many brands today are hiding in a tower, rather than down on the ground with their customers.”

These are the wise words of customer experience advisor Blake Morgan. We recently partnered with Blake on an eBook that helps businesses create better social experiences, particularly when it comes to customer service. In this eBook, Blake presents the business drivers for improved social customer service, and how industry leaders are building social customer service functions.

“Technology is innovating at a faster and faster pace,” continues Blake, “and customers want to talk to brands on the same channels that they talk to their friends and family on. Brands today need to start preparing for the proliferation of customer channels. If a customer contacts you on Facebook, Snapchat or Instagram, your business should be able to have a conversation on that same channel.”

At Clarabridge, we believe that customer-centric businesses will outperform their competitors in all areas—loyalty, retention, profitability, customer satisfaction, and growth. As Blake accurately states above, today’s customers live and breathe on social media. Therefore, customer-centric businesses have a strategy for social that goes beyond using it as a marketing and promotional channel.

In fact, we acquired Engagor just over a year ago to augment our solution with real-time, interactive tools for businesses to execute their social engagement strategies. On a broader scale, social listening is a highly effective way of understanding customer needs, wants, and emotions, and businesses who have a way of interpreting social data are able to make customer-centric decisions.

So is your brand a Rapunzel, hiding away from customers in a tower? Download Blake’s eBook: How to Deliver Amazing Social Experiences to learn how to be on the ground with your customers.


Elizabeth Clor is the Sr. Director of Content Marketing and Communications at Clarabridge. In this role, she is responsible for solidifying Clarabridge’s position in the marketplace as the leading Customer Experience Management (CEM) technology vendor. Elizabeth has 17 years of experience in high-tech marketing and communications, and is a regular contributor to various marketing publications. She holds a B.A. of English from the University of Virginia.