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Businesses failing to deliver social media service experience

Posted 02-11-2011 in Latest industry news

Although business is becoming social-media aware, with a new study from ContactBabel finding 45 per cent of organisations using the channel, very few are equipped to go beyond simply monitoring activity on their pages.

Only 16 per cent view social media as essential to customer service by attempting to install the same level of quality given to voice and email channels.  A quarter of the businesses using social media do so for marketing purposes, with 34 per cent taking notice of feedback given via the medium, but not necessarily engaging in a dialogue with customers.

"The results from this report distinctly show that companies are not yet ready to provide effective customer service via social media, partly due to the fact that it is often seen as a drain on resources,” says ContactBabel analyst Steve Morrell.