We want it now!

Instant gratification – isn’t that what we all want, I know I do! Getting what we want quickly comes in many forms – going online to see our children’s latest test scores, Googling to find the coolest gadget at the best price, reading blogs to find the lastest trends and tweeting a thought and expecting an answer. Picking up the phone and making a call just takes too long in this new wave of social media. Blogging and even Twitter have become the source for many.

A recent article in USA Today looks into the way social media like Twitter is changing the way many companies including Best Buy, Home Depot and even Popeyes Chicken are looking at their customer service methods.

More than half of the Fortune 100 companies are using Twitter for customer service, recruiting employees, blasting news and announcing promotions, according to the study by public relations firm Burson-Marsteller and its digital-media unit, Proof. Yet a recent Deloitte survey concludes that organizations continue to struggle to harness social media’s full potential.

“Twitter is like a tragically hip New York night club,” says Bob Warfield, CEO of Helpstream, which provides customer service technology to companies. “It is a cool, easy way for companies to engage customers in social media. But the experience can be loud and crowded.”

Twitter should augment customer service, not be some magic bullet, he says. “If a company’s DNA is not truly dedicated to listening and responding to customers in a genuine and timely manner, no technology will provide a solution.”

With that in mind, Twitter may not be the perfect customer service solution but using social media to respond to customers is proving to be a way to reach a large portion of a customer base and give them what they want – quickly