While Facebook came to fame though its focus on “likes,” consumers today “like” social media as a way to connect with customer service. According to recent research from Accent Marketing, 82% of consumers use Facebook to speak with a customer service representative, while 72% of consumers only want to interact with brands by commenting on their social media channels. It looks like social media is the new face of customer service. MediaPost.com featured more on this social shift.
Interestingly, not all customers use social media channels the same way. The report revealed these social habits:
- 75% of Millennials find it helpful when fellow customers or followers respond to a question or comment that they have posted on a brand’s social media page.
- 55% of Baby Boomers think it’s useful when other people on social media answer their questions for a brand.
- More men than women use Twitter to connect with brands they have bought from.
These statistics clearly show how social media has evolved into a real-time customer service department. Even industry experts view Facebook as the primary place for consumers to discuss customer service today. As a result, brands with social media pages need to start developing strategies for customer service in order to make the most of the channel.
And for brands that have yet to establish a social media presence, this is even more reason to start developing one since providing customer service on social media can save a company the staffing and financial resources required in a separate customer service center. Plus, the real-time response and personal interaction of social media tends to result in more satisfied customers.
Unfortunately, few brands are set up to use social media as a customer service channel. Many companies hold on to the traditional structure of customer service in one division and marketing in another. But today, the lines have become blurred and many channels work together. So if consumers want their customer service through social media, brands should respond to this request before their competition does.
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