One of the issues facing social business and social CRM strategies is the issue of whether customers want to use social media as means for getting customer support. As of now, the phone is still the most common way to provide support. But would customers be willing to engage in other ways?
An infographic from customer experience analytics firm ClickFox organizes research on the subject and finds that two in three customers would be willing to use social media for customer service if they understood the tools better. The infographic also breaks down the cost per interaction of various types of engagement, and finds website visits to be the cheapest by far.
My take: it’s well worth investing in accessible, easy to use Web-based and social media based customer service, as long as it doesn’t come at the expense of a good phone support.
Update: I received some more information about the source of the data from ClickFox: “ClickFox surveyed more than 400 respondents (67% male, 33% female) to participate in the survey. Of those respondents, 53% were between the ages of 31 and 45. 62% of respondents have used social media for customer service issues or product/technical support.” You can find the report here.
Photo by kioan
