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BizReport : Social Marketing : January 11, 2016

More research reveals social media an important customer contact channel

More research points to social media as being the place consumers increasingly turn to for answers to queries and to lodge complaints.

by Helen Leggatt

A survey of 1,000 consumers in the UK to ascertain views on customer service interactions with companies and opinions on contact centers reveals that social media needs to be taken seriously as a customer contact channel.

Of those surveyed, 1 in 5 said social media was their preferred channel to voice a complaint or for when a complex problem needed solving. As an example, 14% used social media as their first port of call when faced with a crisis or to make a booking and 13% opted to use it to request information above all other channels available.


"Our research findings demonstrate that consumers are willing to use social media for a variety of enquiries - even for complicated ones and to make a complaint," says Chris Cullen, head of sales and marketing at Echo Managed Services.

"Due to the unpredictability of these customer issues and the public facing nature of social media, we believe it should be managed by the customer services function - experts in handling multi-channel customer contact day in day out, rather than an organisation's marketing department. But what's crucial is that both departments work closely together, and not in isolation."

According to Facebook, 2.5 billion public comments are left on business Pages across the globe every month, and that the number of private messages has more than doubled. The use of Facebook for customer service queries and complaints has prompted the social network to introduce new features that improve communication.

Image via Shutterstock

Tags: contact center, customer service, social media

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