Five ways social media is impacting customer service

We ran across a blog post over at CallCentrehelper.com that outlines five innovative ways that social media is impacting the customer service world. Guy Tweedale is Senior Vice President, European Operations of Jacada writes:

1. It levels the playing field
2. Makes consumers more informed
3. Far less frustrated consumers
4. Authenticity in customer experience
5. Customer service is (finally) a higher priority in the boardroom

We've seen in case studies how one customer who "tweets" their complaint can impact the entire image of an organization. How is your company using social media to not only connect with customers but ensure that customer experience is stellar both off and online?