All major social platforms have been working on ways to facilitate communication between businesses and customers and the ability to conduct customer service. Obvious examples are Facebook’s support to customer service messages through its Messenger app, or Twitter’s recent rollout of new features to foster customer care and feedback.
As ‘Care’ (capital C) becomes a social currency, and two of the leading social networks getting serious about social customer service, one would think that it’s driving consumers to choose social media to address their complaints, right? Well, apparently, this is not actually the case. Not at all.
ALSO READ: 5 Obstacles To Great Customer Service On Social Media
A study carried out by the Boston Consulting Group and Nice Systems found that consumers actually prefer traditional customer service channels. Out of all survey repondents, 65% have never taken to social media to address their issue, with a third of them indicating that it takes too long for the complaint to be resolved.
Number two in the reasons social media isn’t suitable for customer service is the limited functionality that social networks offer. Of course this might change soon, with the introduction of new features. As the results below show however, the list of motives is pretty long, and dissatisfaction is perhaps surprisingly high: 6 of the proposed 7 reasons for not going through social media for customer service have been approved by at least 24% of respondents.
When it comes to social customer care, this other study by Contact Solution indicates that speed is key. The faster the problem is fixed, the better. As a result, it makes total sense to see that the telephone still tops the preferred medium for customer service. A quick call (hopefully) many times ends up in a positive outcome, in a matter of minutes.
These two studies go somewhat against the tide as we have seen companies do very well with social customer service. KLM, for example has achieved great success with social customer service, turning it into a competitive edge and forcing other players in the market to meet their level.
Since we read about mixed experiences, we would love to hear from you! Have you implemented a social customer service? How did it work? Do you think social customer care has been over-hyped?
If you like our stories, there is an easy way to stay updated:
You might also like
More from Experts Talk
Does Custom Alt Text Improve Reach On Instagram?
In this month's experiment, we set out to find out whether adding custom alt text on Instagram posts improves reach.
Does Cross-Posting YouTube Links On Other Platforms Result In Lower Reach?
In this month’s social media experiment, we set out to find out whether posting YouTube links on other platforms results …
Do LinkedIn Pods Work? Performance Insights And Key Learnings
In this month’s social media experiment, we set out to find out what LinkedIn pods are and whether they actually …
Instagram Reels: Do Longer Captions Lead To More Engagement?
Do longer Instagram Reels captions generate more engagement? Amanda Wood, Senior Social Marketing Manager at Hootsuite, and her team find …
TikTok’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
How Do Link Stickers In Instagram Stories Affect Engagement?
How Do Link Stickers In Instagram Stories Affect Engagement? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek …
What Is The Best Time To Post On Instagram?
What's the best time to post on Instagram? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek the …
Shutterstock Reveals Key Color Trends 2022
Shutterstock's Color Trends for 2022 sheds light on global preferences to help marketers catch viewers' attention and align brand messages …