GoResponse Telephone Answering Service Staff

Declines in social media engagement being noted

hand icons of people - likeA new report indicates a decline in the number of customers seeking problem resolution via social media. The NICE/BCG 2016 Consumer Experience Report shows that the number of people not using the channel for resolutions grew to 65 per cent last year, up from 58 per cent in 2013.

Many call centres have actively diversified their channels as customers demand more ways for interactions. In the poll of more than 1,700 people from countries including Australia, France, the UK, the Netherlands and the US, it was found that even though the monthly, weekly and daily use of social media doubled between 2011 and 2013, it has since dropped in subsequent years.

Respondents gave a variety of reasons to explain the decline, with 33 per cent saying it takes too long to resolve issues, whilst 32 per cent mentioned social media’s limited functionality. The channels also have the highest levels of abandonment, rising from 32 per cent in 2013 to 42 per cent in 2015.

President of NICE Americas Tom Dziersk said: “This year’s survey serves as further proof that customer service is becoming more complex and more critical for a company’s success. When an organisation can create a perfect experience there are many dividends, and as the report’s findings make clear, ample room for improvement creates many opportunities for businesses to set themselves apart.”

For telephone answering services, it is important to keep social media channels open whilst understanding the need to quickly move contacts onto other channels such as email or telephone.

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