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How Social Media is Changing Customer Service
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Businesses have been relatively quick to adopt social media for marketing and public relations, but have been slower in realizing its role as a hub for customer support and maintaining customer relationships. While the concept of social service is not new, too few organizations have truly harnessed the power of social customer service, even though nearly a third of tweets to brands are support-related.
Social media is slowly taking more of the workload historically reserved for email and telephone and is being used for everything from product evangelism to sales inquiries and support requests. Social channels are becoming more and more favored as a communication channel of choice by consumers. Twitter, Facebook and mobile technologies give consumers the easiest, most direct approach for support, but it’s the one businesses are least prepared to handle. In fact, a variety of studies have found that somewhere between 25-55% of customer service inquiries on Facebook and Twitter go completely ignored.