Forrester predicts social customer service technology will become top investment for brands

Published on 03 July 2014 by in Latest News

omnichannel customer service social media Forrester predicts social customer service technology will become top investment for brands Brands are waking up to the need to incorporate social media into their customer service mix, reports Forrester, suggesting technology to facilitate this service will be the top investment for businesses in 2014.

According to the global research firm, 67 per cent of companies believe social media’s role within customer care is becoming more important. This has in large part been driven by an increase in the number of consumers using Twitter to contact brands, which doubled between 2009 and 2012.

Despite these potential benefits, Forrester’s findings suggest many brands are still failing to provide their audiences with an adequate level of social media customer service. In fact, many respondents reported greater satisfaction with customer support via phone, email or even the FAQ section of a business’ website.

omnichannel customer service social Forrester predicts social customer service technology will become top investment for brands

When questioned by Voxburner, survey respondents in the 16-24 age bracket suggested there were a number of reasons why social media is fast-becoming a more popular contact channel. 29 per cent felt networks like Twitter and Facebook offer a greater level of convenience than more traditional options and the opportunity for issues to be resolved more rapidly. A further 14 per cent also pointed to the transparency of social customer care, believing that the public nature of responses creates an incentive for brands to offer effective support.

Perhaps most importantly, Forrester found that inadequate records of a customer’s interaction history with the brand meant 35 per cent of customer service agents were forced to restart conversations at every unique interaction. With many individuals attempting to contact brands through several channels at different points in the complaints process, this is likely to cause a great deal of frustration for consumers.

It is for this reason that many brands are now choosing to invest in social customer service technology, linking their social media efforts with traditional CRM systems to deliver a consistent omni-channel service.

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