Social networking has presented itself in recent years to be a platform for a variety of potential uses in business. Some online customer services have moved towards harnessing the power of popular systems like Facebook and Twitter to reach out to consumers. Certainly these options offer obvious advantages. But, as this blog has examined before, there are also reasons why social media has not replaced the need for call centers. Now, the head of a customer service analytics firm claims that these newer methods aren't replacing the need for more traditional support.
In an article on ZDnet, PV Kannan, CEO of 7, revealed that the use of public forums to express customer concerns was not preferred, and was only really used when necessary. Consumers looking for help with a particular area appear to more frequently desire interactions with live representatives either over the phone or through a chat line.
"There is actually no proof customers want to engage through social media," Kannan said. He went on to express that the use of social media in customer service situations is more a symptom of problem with available channels than a preference for newer ones.
Interactions between established forms of customer service and the newer innovations provided by technology have made a dynamic that has produced much excitement in business circles. It is important, however, for companies to recognize the relationship that consumers have with a human call center staff. The most viable path still seems to be one that combines the benefits of both modern advances and the plain old telephone service.
A live answering service provides callers with both direct personal contact and the chance to have a more complicated discussion in a smaller amount of time. Businesses looking to structure their support lines effectively could maximize their potential by capitalizing on the realities of the customer experience.