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BizReport : Social Marketing : March 03, 2016

Consumers unhappy with social media as a customer service channel, use declines

Social media has recently been claimed to be 'the' place consumers now consider visiting when seeking customer service and support, but is the environment really as popular for this channel as might be expected?

by Helen Leggatt

According to the 2016 Consumer Experience report released by NICE Systems and the Boston Consulting Group (BCG), the use of social media for customer service is declining across several key countries.

In fact, in their survey of more than 1,700 adults across the U.S., U.K., the Netherlands, France and Australia, while daily, weekly, and monthly use of social media channels to resolve customer service issues more than doubled between 2011 and 2013, they have all declined in the years since.

Respondents who do not use social media, which rose from 58% in 2013 to 65% last year, gave a number of reasons why. A third (33%) said it takes too long, 32% cited limited functionality and 30% said it isn't feasible for complex tasks.

Furthermore, the NICE/BCG research found that social media was the channel with the highest percentage of abandons in both 2013 (32%) and 2015 42%).

Interestingly, as demonstrated in the graphic below, more people are looking to mobile apps to provide customer service.


"This year's survey serves as further proof that customer service is becoming more complex and more critical for a company's success," says Tom Dziersk, President NICE Americas. "When an organization can create a perfect experience, there are many dividends, and as the report's findings make clear, ample room for improvement creates many opportunities for businesses to set themselves apart.

Image via Shutterstock

Tags: customer service, mobile, research, social media

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