Lying low isn’t an easy thing for brands to do on social media, particularly when it comes to the young and socially savvy customer.
According to a recent study by Sitel, 15% of 16-24 year-olds in the UK use social media as their preferred channel for resolving customer service issues; while 7% say that venting on social media is the first thing they do when faced with a faulty product.
This compares with only 8% of 25-34 year-olds who cite social media as their preferred channel for customer care; and drops off to just 3% for the over 35s.
In the accelerated world of social media the need for fast customer response times is amplified, particularly by younger demographics , born and bred on social media and with high expectations of quick reactions and – where possible – resolutions from brands.
Judging by the low statistics, social customer service is still very much in its infancy. Which can only mean one thing; it’s going to get bigger.
The current volumes of online customer complaints are a mere fraction of the levels they will reach as the 16 year-olds of today – not to mention every generation to follow them – come of age.
Customer care through social channels will shift from a nice-to-have to a critical necessity.
If you would like to find out more about the way social media is reshaping the relationship between customers and brands, then immediate future MD, Katy Howell, is speaking at The Social Customer 2012 conference in London on March 29.
For details and to find out how to claim immediate future’s exclusive 10% discount contact firstname.lastname@example.org.