A few months ago, I had an issue with my Internet Service Provider, griped about it on Twitter and before you know it, the organization has a Twitter search, and was walking me through a problem. It was amazing to have that type of personal care and quick response. So thinking about it, why not just add the additional feature to Customer Relationship Management (CRM).
As an example, the CRM system should troll through tweets looking for hashtags which may include company name, any additional issue related content, and then generate a unique ticket ID, which may be a separate queue from the regular CRM. The tweet gets placed as a line item in the comments section appended with date, time and status. A person then reviews the queue to try to identity the actual customer, like following the user and tweeting back, who are you and how can I help suggesting to DM them your customer ID. The companies’ account would be verified, so no trust issues.
If it is a valid customer, they qualify the interaction, e.g. new service, tech support, move the Twitter ticket out of the queue and route a new CRM ticket to the appropriate department, where, they may continue the conversation by phone, or a company authorized chat program.