With social media becoming an integral part of the existence of millions of people worldwide, the nascent stage of social media is over. As it keeps evolving and maturing, individuals and businesses are discovering new innovative ways to leverage it. First social media opened up a sea of opportunities for the new age marketers. Over the course of its evolution and its ubiquitous adoption by the people from all walks of life, businesses have come to identify yet another, even more powerful use of social media: the customer service tool.
The findings from a recent research report from Forrester (News - Alert) reiterated this trend. With more and more brands coming to realize that social media is more than just a marketing tool, the social customer service technology is likely to become the number one investment in 2014, the report predicted.
Majority of the companies surveyed (67 percent) believe that customer service is growing in importance and with the standard of social media fast improving, more and more businesses are expected to start utilizing social media networks for various purposes in addition to marketing.
The research found that between 2009 and 2012 the number of customers using Twitter (News - Alert) for customer service has doubled to 22 percent. But people still seems to prefer using phone, websites, emails, and IM/ SMS over using social channels for communicating their woes. According to the survey, it is due to the poor social media management that stops people from using Twitter and Facebook (News - Alert). Rather than using social channels, many people prefer to consult the FAQ section of a brand’s website to get their queries answered. The research found that people are generally more satisfied with their experiences on the phone or via email.
However, social media is fast catching up and it has strong potentials for being used as the primary customer interaction channel in future. Conversocial, a cloud solution that enables businesses to deliver customer service over social media at a large-scale holds that social media has grown beyond being a part of marketing. Together with email, phone and chat, social media can successfully utilized as a primary customer service channel.
Edited by Alisen Downey