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Ignoring customer contact through social media will soon be as damaging to relationships as failing to pick up the phone or responding to an email.  

 

Underlining how quickly ‘niche’ customer channels have become ingrained in popular usage, analyst Gartner insists that by 2014, businesses will have to give social media the same priority level as traditional contact methods.

 

Suggesting they are willing to meet this challenge rather than paying lip service to the concept of improving service, business leaders are preparing to invest, with CEOs polled by Gartner stating that technology to integrate customer contacts is their most important area of investment in the next five years.  

 

“The focus on the customer is increasingly important for business leaders, despite times of continued economic uncertainty and government austerity,” says Jim Davies, research director at Gartner.  “Effective leaders use technology to strengthen the customer experience regardless of the economic environment, and they see customers as the key factor in helping their business deliver growth and operational efficiency in 2012.  They also understand that a new strategy is needed to embrace social and media trends.”

 

What are you doing to ensure you integrate a complete strategy to address this rather than merely trying out social for discreet projects, or responding only to the worst and best customer contact?

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