Using Social Media to Improve the Future of Customer Service

Businesses are increasingly turning to social media to help bolster their customer services strategy, according to new research from Kcom in association with the Customer Contact Association.

The research showed that only 20 percent of organizations were actively monitoring social media in 2011. In the latest research, completed in 2012, 72 percent of businesses were now monitoring social media. With 27 percent of adults and almost half of all teenagers now owning a smartphone, this trend looks set to increase.

Social media is shaping the customer experience strategy, according to Kcom. Other findings from the report include:

  • 68 percent of organizations said that they use social media as an opportunity to engage with customers.
  • 89 percent said that they use information gathered from monitoring social media to help refine and develop their customer service.
  • 90 percent of industry experts who used information gathered from monitoring social media said that it also helped them manage their brand and reputation.
  • 66 percent of industry experts have trained their staff in using social media so that customer experiences can be logged and improved.

"What is important to take away from this research is that organizations aren't just listening to what is being said about them, they're using it as an intelligence gathering platform, said Mark Pritchard, business development director, Kcom, in a statement. "While people take to social media to share their experiences, it is great that organizations are making the most of this free marketing tool. Creating a customer experience strategy around social media allows organizations to demonstrate their commitment to making their business as customer focused as possible."