Social media not important to customer service goals - report
While three out of 10 large brands are employing social media in a bid to acquire new customers, less than 1% consider the channel key to achieving customer service goals.
According to a survey among 400 senior marketing executives at major brands by marketing software provider Alterian, a further 26% said that a key objective of engaging with social media was to drive brand awareness, while 24% saw it as an important means of retaining customers.
David Eldridge, Alterian’s chief executive, said: "It’s surprising that brands are reporting that they don’t highly value deploying customer service in the social media channel. Many are underutilising this approach as all brands need to be prepared to handle their customers’ complaints and act on them."
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