News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study: Execs must take more ownership of social strategy
More consumers are turning to social networks to voice displeasure over customer service, products not working properly or missing shipments, and it is not surprise that many brands have followed consumers' into the social space. But, according to one new report, though many brands have a social 'presence' that presence may not make the best impression.
Forrester Consulting conducted the study along with partner Conversocial, which surveyed more than 150 contact center executives about social strategies. What they found was one-third (35%) of social customer service agents re-start conversations with consumers for each contact point because there 'is no record' of the conversation history. They further found only about one-third (33%) of social customer service platforms were chosen by the customer service team; most were chose for their marketing abilities.
"Businesses need to realize that social doesn't just sit with your marketing team anymore. Social media is a primary customer service channel alongside email, phone and chat. Our platform alone handles more than 200 requests per minute and 275,000 requests a day, so brands cannot neglect these channels. 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," said Conversocial Founder and CEO, Joshua March.
Other interesting findings from the report include:
• 22% more consumers now use Twitter for consumers than did so before 2009
• Most consumers prefer channels like phone/email over social networks
• 45% of those using dedicated customer service solutions rank efficiency as 'excellent'
"There are many aspects of social media that make it different from traditional service channels, the biggest being that it's so public! However, when a customer reaches out for help they don't care about the channel, they just want a great service experience. Dedicated solutions allow customer service teams to do what they do best...serve the customer," said Clare Wilkerson, Head of Multi Channel Strategy at Direct Line.
Image via Shutterstock
- Reports: Brands are winning back to school
- Time spent gaming on mobile drops, eSports partly to blame
- Expert: How to turn data-rich into data-action
- Expert: 3 questions to ask before outsourcing
- Top retail brands' email marketing campaigns found wanting
- Retailers must consider tech expectations of in-store consumers
- Ad Roundup: Releases for social data, site understanding
- Best practices for a solid omnichannel strategy
Featured White Papers
- 7 Trends Impacting How We Use Digital Assets
Download this new Adobe white paper to discover the seven trends impacting how digital marketers create, manage, deliver, and optimize...
- The Retail Marketer's 2015 Holiday Playbook
Download this ebook to learn how to increase Average Order Value, drive last minute purchases, increase sales, extend in-store shopping...
- 3 Tactics to Increase Influence on Your Consumer's Complex Path to Purchase
Consumers are No Longer Predictable, and their Path to Purchase is No Longer Linear......
- What Your Website and a Great Book Should Have in Common
With real-time personalization, your website can share many of the same characteristics of a best-selling novel - including the ability...