New reports suggest 78 per cent of businesses plan on using social media to answer customer service queries within the next two years, an 18 per cent increase on the 60 per cent of companies already doing so.
This trend comes amid findings from the McKinsey Global Institute which suggested businesses can increase productivity between two and 12 per cent through adopting social media into their daily business operations.
The growing influence of social media has resulted in the majority of businesses reported that they will be strengthening their investments in social media over the next three years, with customer service and sales representing key areas of growth.
For 79 per cent of companies, this adoption of social media CIM is set to go beyond simply responding to the feedback they received from customers through social channels and into actively seeking out reviews from their online community. Over 80 per cent of enterprises also expected to utilise social media to facilitate internal communications between employees in the next two years.
This is likely to coincide with an increase in the number of companies encouraging employees to use their own internet-enabled mobile devices for professional purposes; an effort to increase efficiency by providing the necessary tools for employees to work away from the office.
Alongside this shift, it is predicted that demand will also increase for web-based CIM systems, allowing customer service representatives to remotely access information on each of a business’ customers to deliver highly-tailored customer care outside of the office.
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