The Normalization of Social Customer Care
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The Normalization of Social Customer Care

Author: ICMI Research

Publisher: ICMI

Number of Pages: 45

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With 68% saying that social media is a necessary customer service channel it is obvious that contact center leaders still need assistance with strategy and implementation.

In 2012, Gartner made a bold statement about social media customer service. ”Organizations that refuse to communicate with customers by social media will face the same level of wrath as those that ignore today’s basic expectation that they will respond to emails and phone calls.”

New ICMI research underwritten by Five9, focuses on an often-overlooked aspect of social customer care. ICMI was interested to compare the preferences of contact center leaders as social media users, against their behaviors as providers of social customer service.  Where are the discrepancies? Why are there disparities? And can this knowledge be used to better convince organizations to provide the ‘new minimum level of response expected’ for social media?

With 68% saying that social media is a necessary customer service channel it is obvious that contact center leaders still need assistance with strategy and implementation.

Other Key Findings:

  • 73% of organizations report having a social media presence
  • Only 39% formally supports social media as a customer care channel
  • A whopping 58% see a connection to increased customer loyalty
  • Almost half of social care users (49%) reach out through social for customer service at least once a month
  • 64% of consumer respondents said they were more loyal to brands, products, or companies that they followed on social media


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Topics: Customer Experience, Multichannel Contact Center

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