Why Consumers Are Now Viewing Social Platforms As Customer Service Channels!

Great story today by Aaron Baar about a shift in how consumers use and think of social media platforms.

According to new research from Accent Marketing, 72% of consumers only want to interact with brands when they comment on their social media channels, and 82% of consumers use Facebook to speak with a customer service representative. 
“Facebook is still the primary place to talk about customer service,” Roger Huff, director of social media and digital strategy for Accent Marketing, tells Marketing Daily. “Facebook can’t be used to simply drive likes. It has to be a place where you have a strategy for customer service.”
Yet not all customers use social media channels in the same way. More men than women use Twitter to speak to a brand they have purchased a product from, and 75% of Millennials find it helpful when other customers or followers respond to a question or comment they’ve posted on a social media channel, while only 55% of Baby Boomers feel the same way.
However, few brands are set up to regard social media as a customer service platform, Huff says. Legacy silos within companies have left CMOs in charge of making the sale, but pass post-sale communications and engagement to other departments, says John Hoholik, chief growth officer at Accent.

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