A total of 67 percent of companies surveyed by Forrester Research for social customer-service platform Conversocial admitted that social customer service is growing in importance and represents a pressing short-term priority in the U.S. and U.K., yet just 33 percent of the social customer-service solutions in use were selected by those companies’ customer-service teams, with marketing purposes determining the rest.
Forrester also found that:
- The number of customers using Twitter for customer service doubled between 2009 and 2012, to 22 percent.
- Customers still rated their service experiences on Facebook and Twitter behind those via phone, websites, email, instant messaging, or text messaging, due to poor social media management.
- 65 percent of customer-service representatives are forced to restart conversations with customers due to the lack of records of conversation histories.
Conversocial Founder and CEO Joshua March said in a release announcing the results of the study:
Businesses need to realize that social doesn’t just sit with your marketing team anymore. Social media is a primary customer-service channel alongside email, phone, and chat. Our platform alone handles more than 200 requests per minute and 275,000 requests per day, so brands cannot neglect these channels. We believe that marketing and customer-service departments should work more closely together. But this comes through real human relationships, not by siloing social media into a single tool that doesn’t allow customer service to reach its full potential.
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