Social Media properties provide consumers with an immediate opportunity to broadcast customer service issues. The 2012 American Express® Global Customer Service Barometer found that almost 20% of consumers used social media at least once a year to obtain a customer service response and this relatively small group of consumers is extremely engaged and vocal. Consumers who use social media for customer service will tell twice the number of people about a bad customer service experience than someone will who uses more traditional customer service channels. On the flip side, consumers who use social media for customer service will tell 2.8x the number of people about a good customer service experience than someone will who uses more traditional customer service channels.
This panel will explore how marketers can take advantage of changes in our collective expectations and digital technologies to deliver customer service that increases brand value instead of depleting brand value.
- How have consumer expectations of social customer service changed since May 2012?
- Which cross-functional disciplines should be involved in developing a strategy for social customer service?
- Which companies or brands are exceling at social customer service?
- What are the best practices associated with developing and implementing a strategy for social customer service?
- What is the best way to integrate the different company departments into the overall customer service experience?