Call centers could be replaced by social media

Wednesday, December 5, 2012 | Amanda Ciccatelli | TechZone360.com
More and more consumers are using social media channels to share complaints and questions about products than ever before. But, is social media equipped to replace call centers as the primary channel for customer service?

“Consumers are communicating more than ever before through social media and growing accustomed to real-time responses from peers on Twitter, Facebook and peer-to-peer communities,” Justin Schuster, vice president of Product Marketing at Lithium Technologies, a provider of Social CRM, told TechZone360 in an exclusive interview. “They increasingly expect brands to respond in real-time to complaints and questions as well, and social customer care has rapidly emerged to address this gap.”

According to research by Nielsen and McKinsey, almost half of all social media users have turned to social channels to resolve customer service issues. Additionally, about 30 percent of social media users prefer contacting customer service through a social channel rather than by phone. However, last year, companies were ignoring 70 percent of customer complaints on Twitter.

“Consumers are turning to social media to resolve problems, but most companies are still lagging behind this evolution. This presents a real opportunity for leading brands to separate themselves from their competition,” explained Schuster.

Read the original article here: TechZone360.com

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