Econsultancy featured an article recently that explored new research suggesting that Twitter is the least effective customer service channel in the UK.
The research found that companies do respond to tweets, and some respond very quickly indeed, but it is not necessarily the best way to resolve a problem. The research suggests that even though email is slower and a less public method of communication, it does lead to a quicker resolution.
Of course there are conflicting studies all over the Internet about this subject and the eConsultancy article does point to some that have very conflicting results showing that surveys are often hard to rely on – it is real behaviour rather than survey answers that should the basis of decision-making.
But regardless of the speed of answering customers on various channels, the article seems to ignore one important point, that customers using any channel expect an answer on the same channel. If you Tweet a question, you don’t expect an email response.
This is important and worth remembering when planning a multichannel strategy because it helps with your resource planning across the multiple channels that can be used – social, blogs, forums. They are all places where customers might expect a response in addition to the more traditional call or email.
What are your observations on social customer service? Is it getting better or worse in your own experience? Leave a comment on the blog here or tweet me on @juliagibbs1
Photo by G Obieta licensed under Creative Commons