Consumers get social VIP treatment
More than two thirds of UK consumers believe social media is a better way to communicate with brands than through call centres, while 40% think it improves customer service (compared to a mere 7% who fear social media will damage service), according to a study from Fishburn Hedges and Echo Research. In addition, 36% of consumers have already interacted with companies via social media, almost double the proportion of just eight months ago. Two thirds of people who have engaged with brands on social media believe it has allowed them to find their voice.
“Many people are currently enjoying the VIP treatment from brands on social media,” says Eva Keogan, head of innovation at Fishburn Hedges. “As millions more catch on to this great route into traditional customer service channels, the challenge for brands will be maintaining the same level of service.
“Over the coming years, will Twitter become the next call centre? We are urging brands to think about this now, as there are some clear and simple ways to use these new customer service channels to great effect.”