Social media to replace call centres?

Call centres could become a thing of the past, as nearly seven in 10 British consumers believe social media is a better way to communicate with companies, according to new research by Fishburn Hedges and Echo Research, CorpComms reports.

The research found the number of consumers using social media to interact with companies has nearly doubled in the past eight months, from 19% to 36%. And four in 10 consumers, including those who have not used social media, believe it improves customer service.

Two thirds of those who have engaged with brands via social media believe the platforms allow them to find their voices.

“Many people are currently enjoying the VIP treatment from brands on social media. As millions more catch onto this great route into traditional customer service channels, the challenge for brands will be maintaining the same level of service,” CBR quotes Eva Keogan, head of innovation at Fishburn Hedges, as saying.

“Over the coming years, will Twitter become the next call centre? We are urging brands to think about this now, as there are some clear and simple ways to use these new customer service channels to great effect.”

The growing preference for social media sites for customer service may mean that the relevance of call centres in the future will be less prevalent.

The increase in use of social media to field complaints could generate a need for more staff specifically trained in such matters, Richard Dodd of the British Retail Consortium told the BBC, BizReport states.

“If you are actively engaging in social media, you are setting up an expectation among customers that they will receive a response, so you have to be geared up to fulfil those expectations,” he said.