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Marketers failing to integrate social media into service desks

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23rd May 2012
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Marketers are still using social media as a marketing communication tool rather than integrating it into the service desk and ignoring customer complaints as a result, according to new research.

The latest A.T. Kearney annual Social Media Survey found 70% of customer complaints are going un-answered because social media is not connected to the customer contact centre.

According to the report, the recession has resulted in only a small number of firms are updating their contact centres to include social media channels. As a result, marketers lack the skills or resources to handle the direct communication from customers that they are now receiving, said the report.

Martin Hill-Wilson of Brainfood Consulting said: “The fact that so many brands are failing to recognise social media in their customer service strategies is a clear signal that they are finding it difficult to move beyond a simple broadcast mode of marketing to one based on dialogue. Social media is a two-way street – when you communicate your marketing message out to your customers, you had better be ready to listen to their reply; it will lose you business if you don’t.”

Jim Close, MD of Datapoint, said: “The delay in the use of social media in the contact centre is understandable, but this must now be rectified if many companies are to protect their reputations and keep their competitive edge.”

MyCustomer.com recently examined the emergence of social into agents' service desks and outlined which brands are successful integrating service operations.

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