I am as tired of telling you not to embark on Social Customer Service as you are of telling me I am a grouchy old man and I don’t get it.
My data and case studies have not convinced you, so let’s try a different approach. Let’s have someone else show you their data.
Nice and BCG run a study on the subject (link below, registration required) and their data vindicates my positions: abandonment, slow to process, unable to deliver on complex situations, being dropped from investment, etc.
Don’t take my word? no problem – but still… don’t do social customer service.
Excerpt below, and link at the bottom
The report found that the number of consumers using social media to resolve customer service issues has dropped compared to two years ago. While daily, weekly, and monthly use of social media channels doubled between 2011 and 2013, those same categories declined between 2013 and 2015, while the number of respondents who never use or are not offered social media customer service rose from 58 percent in 2013 to 65 percent in 2015.
Respondents who do not use social media cited a number of reasons why. It takes too long to address issues said 33 percent, it has limited functionality reported 32 percent, and it isn’t feasible for complex tasks according to 30 percent. Social media was the channel with the highest percentage of abandons in both 2013 and 2015, with the number rising from 32 percent to 42 percent over that period.
Source: NICE & BCG 2016 CUSTOMER SURVEY
What do you think? Am I just being “jaded, even more so lately” as someone commented following one of my recent presentations (where, I might add, I talked about this same problems…)
(Cross-posted @ thinkJar)