Call Center Helper, the UK’s most popular call center magazine, recently released their Social Media Survey results. They polled their readers, mostly small and medium businesses to ask how social media is used in Contact Centers. Here’s a summary of what they found.
1. Social Media seems to be managed in most cases (79%) by Marketing versus the Call Center.
“Clients are still on a learning curve, and we’re finding that they’re still very marketing-led, as opposed to operationally-led.”
2. 85% of the respondents monitor Facebook for comments.
3. 76% of the respondents monitor Twitter.
4. LinkedIn was monitored only 39% of the time.
5. Amazon and Trip Adviser were monitored but only 12% and 9% respectively.
6. 19% of the call centers did not respond to customer complaints at all.
7. Of the ones that did respond, about half responded all the time and the rest responded some or most of the time.
8. 65% of the organizations received 5 or less contacts a day using social media. Only 8% get more than 100 contacts per day. That may be influenced by the sample of small and medium businesses.
9. A a result of the small number of contacts the call center needs to respond to, there are not many agents working social media. Almost half of the respondents have 2 to 5 agents working on social media.
10. Monitoring is done with basic tools like Hootsuite or Co-Tweet. Cisco Social Miner received a few mentions.
11. In many cases agents pick the complaints to handle themselves; only a few are queued.
As time progresses, handling social media complaints and service requirements will become main stream. In the mean time, organizations are on a learning curve and it is interesting to see these kinds of survey results to learn from others and watch the trends.
How do these statistics match with your organization? Leave your comments in the section below this post.
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