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Ford isn’t the only major automaker reaching out to customers with social media. GM is actually using SM techniques to keep customers happy in a post-bailout world.

According to the folks at LeftLaneNews, GM vice chairman Bob Lutz has stated that while his company used to build cars to fill segments without paying much attention to details, causing customers to turn to brands like Honda and Toyota instead, the recent “product renaissance” at the automaker has recaptured consumer interest, and the Detroit-based company is now working hard to maintain customer satisfaction.

One of GM’s strategies to keeping customers happy is to monitor social media. Specifically, a new customer service team was formed last year, shortly after the automaker had emerged from bankruptcy. This team’s job is to surf the Web, looking for negative comments about GM products – they primarily look at sites like Facebook and Twitter – and offer solutions whenever possible.

Scott Lawson, GM’s director of customer and relationship services explained to the Detroit Free Press, “In the old GM, we said you need to call us or you need to write us a letter. That’s not treating [customers] how they want to be treated. In the new GM, we’re going to be where our customers want us to be.”

Using five call centers around the United States, GM communicates with more than 25,000 dealers and customers every day, and the automaker is planning to double its social media efforts next month. The company is also beginning to integrate the use of automated systems into the program, in order to enhance its monitoring capabilities.

So far, GM’s efforts appear to be working: since the program was implemented, customer satisfaction rates have been steadily improving.

Filed under: Economy, GM, In the News by Mel