158 the rise of self-service and social media--and other seismic shifts ``and your point is?'' > You need technologically savvy people supporting your social media customer service work, but the people actually helming the operation and responding to customers need to be the same ones who are expert at day-to-day customer service operations and are responsible for interacting with your customers. When a concern is voiced online, the magnitude of a social media uproar increases exponentially with the length of the company response time. Of course, it's always been true that you can't win an argument with a customer. But online, the rule is multiplied manifold because of all the additional customers you'll lose if they catch sight of the argument. If it helps you to get through it, try to remember that those > > >