Social media is considered one of the most popular communication channels worldwide, and the platform is changing the way businesses run the modern contact center. However, companies not reciprocating with audiences through social media may ultimately regret such a decision, according to market research firm Gartner.
Businesses that do not communicate with customers through social media by 2014 can expect a similar response as experienced by organizations that ignore emails or phone calls today, Gartner suggested. Companies have to establish a process for deciding whether to address public or client interactions, including having a team in place that determines the proper course of action.
Carol Rozwell, Gartner vice president, explained that the consequences of avoiding consumers communicating through social media will be significant.
"The dissatisfaction stemming from failure to respond via social channels can lead to up to a 15 percent increase in churn rate for existing customers," Rozwell said.
A recent 1to1 Media report by Rodney Kuhn explained that contact center agents are one of the most important sets of employees and companies have to make sure these workers have proper support to deal with the demand associated with social media.