Contacting enterprises on social media is a last resort, not the preferred engagement method, for disgruntled customers, according to predictive customer service company 7’s CEO PV Kannan.
Social media has become a popular customer service tool for many Australian organisations. Telcos, in particular, are increasing their presence on Twitter and Facebook, answering a torrent of customer queries through those channels. But this is not indicative of consumers preferring social media over calling up companies for customer support, Kannan said.
Kannan noted that successful companies don’t rely on social media, because existing communication channels for customers, such as online portals or call centres, are already effective enough. He recommended that enterprises improve their existing customer service resources first, before addressing it on social media.