Why Consumers Don't Rely on Social Media for Customer Service - eMarketer

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Why Consumers Don't Rely on Social Media for Customer Service

Consumers prefer traditional customer service channels

March 7, 2016

Consumers use a variety of channels for customer service, and while social media may be another option, some feel that it takes too long to address issues and has limited functionality.

Reasons that Internet Users Worldwide* Do Not Use Social Media for Customer Service, Aug 2015 (% of respondents)

August 2015 research from Nice Systems and the Boston Consulting Group (BCG) revealed that among the 65% of internet users worldwide who never use social media for customer service, a third said it is because it takes too long to address issues.

Additionally, 32% of internet users worldwide said that using social media for customer service provides limited functionality, and 30% said it is not feasible for complex tasks.

Preferred Channel* for Communicating with a Company According to US Mobile Buyers, June 2015 (% of respondents)

Other reasons that respondents said they don’t use social media for customer service was because there is no privacy, no click-to-call-option and because they cannot reach a successful resolution.

When it comes to customer service, many consumers prefer traditional channels, like a phone, to communicate with a company.

In fact, a June Contact Solutions survey found that 29.7% of respondents said that the phone was their preferred channel for communication with a company. Websites were another favored channel;26% of mobile buyers said they preferred it.

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