Social networking has allowed manufacturers to improve on customer service by providing a sense of intimacy with their consumers. Traditional forms of customer service like an answering service or email service have been helpful in tracking issues that consumers are experiencing, however a more efficient way to solve these issues is to see live conversations and deal with issues by posting a resolution for all consumers to see. Social networking has allowed for a new type of intimacy to develop. . Manufacturers now have the ability to see what their customers think about their products or services. In past decades it has taken the manufacturer weeks, if not months to gather data regarding their customer’s feelings. Social Networking and the advances in technology have now made it possible for manufacturers to better understand their customer’s wants and needs.

Microsoft is an example of how social networks have helped improve customer intimacy. Microsoft’s involvement began when the company wanted to get their customer’s input on Windows Vista. Microsoft looked to the conversations their consumers were engaging in on social networking sites. They were able to see the frustration and issues their product was creating for users. Microsoft gathered that information and sent the data to their programming department. The programmers were able to pinpoint the major issues and improve their next version, Windows 7.

Social networks now play a key role in developing and strengthening customer intimacy between companies and their consumers. It is important for manufacturers to embrace social networks, and make it a priority to be involved in the conversation.