Is there proven measurable benefit to using social media platforms like Facebook and Twitter for customer service?
The jury is still out on this, but one reason is that the answer to most social media and customer questions is “It depends”. We need to ask more specific questions, but here’s a general overview.
There ARE case studies reporting that some companies are succeeding in reducing the number of inbound customer calls to their call centers, by making available the opportunity for contact via Twitter, Facebook, blogs, and virtual support communities.
So, theoretically, there can be measurable cost savings IF a company cuts staff in the call center and does NOT move them to supporting social media interactions. If one just shifts calls from one “channel” to another, and keeps everything constant, it’s unlikely that there will be measurable benefits.
But ARE There Benefits For The Average Company?
It’s questionable. We hear success stories about how this company or that has “accomplished” something by incorporating social media into their customer service strategies, but that’s because we tend to focus on the exceptions and not the rule, and the positive rather than the negative. Few companies are willing to disclose how they failed miserably with a project, because it’s bad for business. The result: We almost NEVER hear of the invisible failures — businesses that try, but can’t make it work. They are, by far, in the majority.
