Marketing Should Leave Social To The Call Centre
Consumers are turning to company Facebook pages and Twitter accounts as direct customer service routes. They are asking genuine questions and complaints that only real customer service agents are able to resolve - and in volumes that only large scale customer service teams (who are already dealing with millions of emails and phone calls) can deal with.But marketing teams are still gripping on to control of company social accounts, resisting the need for customer service teams to take the front line. This creates a worse customer experience, and has the potential to cause brand damage and cause social crises as customers don't get the help they need - publicly. Why have some companies managed to take the plunge whilst others are holding back? Where do agencies sit in the mix? What do customer service need to do before marketing will trust them to start responding publicly on behalf of the company? And how will marketing and customer service need to work together in future?