The application of social media that appears to be gathering the most momentum is its use as a customer service channel. The cost efficiencies of dealing with problems using social media – monitoring customer comments on Twitter and Facebook – rather than a call centre, are compelling, especially at a time when most organisations are looking to cut operational costs . According to Ben Kay, EE’s head of digital strategy: “not only are social agents four times more efficient than telephone agents, but they also result in better Net Promoter Score ratings” (the critical metric for most customer service teams). … Read More »
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