How mature is your social customer service operation?
A recent study by Forrester Consulting, commissioned by Conversocial, identified three stages of social customer service maturity.
Forrester found that companies using dedicated social customer service tools owned by the contact center – instead of having marketing handling customer service inquiries via social media management suites – were better able to engage with customers and quickly address their needs.
The survey, which queried 159 senior contact center executives in the U.S. and the U.K. in March 2014, also found that this practice led to improved customer service metrics.
While more than half of respondents said social customer service will grow in importance, only a third of them said the customer service team selected the solution used, with the majority of decision being made by marketing.