You have to crawl before you can walk, they say, and any company that's looking to deliver blockbuster service experiences to their customers needs to understand that it might be come from a gradual process of learning the best ways to address a crowd in a particular way.
When it comes to as broad a field as "online customer services," this is especially true, as there are many different ways to relate to your customers that are kept under that big umbrella. However, this doesn't mean that your company has to start from square one: you just need an adaptive provider of services that can respond to customers' specific needs and climb the ladder to complete your goals.
The New York Times describes how it's important to understand the fundamental knowledge that Twitter, for example, demands of the user in order for real positive interactions to take place. This means not cutting and pasting language from another source and expecting it to translate into success: you have to "learn the language" as author Hanna Ingber puts it.
The article quotes recent information from PEW on internet habits that pertain to the high amount of social networking use, with nearly three quarters of both men and women spending time in these areas. If your company is to reach them through a medium they're familiar with, you owe it to yourself to do this properly.
Understanding all the different aspects of your bio, connections and tweets is essential if you are hoping to make a big impression on your customers.