What it Means to Use Social Media for Customer Service

Donna Fluss
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Customer service organizations are not rapidly embracing social media, despite this channel’s growing popularity among customers in most age brackets and its ability to uncover valuable insights on a timely basis. In a May 2010 benchmark study of 230 contact center, enterprise and IT executives, VPs, managers, directors and decision-makers around the world, DMG found that only 6.5% of contact centers support social media today. More significant and telling is that only 23.9% of contact centers plan to add support for social media by 2014.

This study also disclosed that while 25.8% of enterprises engage in social media activities today, marketing is involved in handling these interactions in 85.2% of the organizations, and sales in 37%. Customer service departments support social media interactions in only 35.2% of organizations, and contact center departments are involved in only 29.6% of the enterprises studied. For social media initiatives to succeed, this has to change.

 

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