Two-thirds of brands say that improving their social media customer service is their most pressing issue for 2014, with six in 10 believing they will lose ground if they don’t adopt social customer service technology throughout the service operations, reveals a new study.
Forrester and Conversocial surveyed 159 senior contact center executives about how their dedicated social customer service solutions compare to their marketing department’s social media management solutions, and found that while the number of customers using Twitter for customer service has doubled to 22%, people still prefer to use the telephone and email – or even the FAQ section of a brand’s website – rather than Twitter or Facebook.
“Businesses need to realise that social doesn’t just sit with your marketing team anymore,” said Joshua March, Conversocial Founder and CEO. “Social media is a primary customer service channel alongside email, phone and chat. We believe that marketing and customer service departments should work more closely together. But this comes through real human relationship – not by siloing social media into a single tool that doesn’t allow customer service to reach its full potential.”
Check the visual below for a snapshot of the poll.