Companies that view social media as a hindrance to their customer service efforts are in for a shock - the emerging channel may actually help brands curb the impact of negative word-of-mouth reviews and increase customer satisfaction and loyalty, according to the Call Center Satisfaction Index by CFI Group.
"What we are seeing is that, if you have a bad experience, you post it once on Facebook for all to see and then you're done with it," stated Terry Redding, director of development and delivery for CFI Group. "By the same token, we are seeing good experiences posted in the same way."
The study found that in many cases, consumers post enough positive comments to outweigh the negative ones. In addition to social media, customers are more often turning to self-help resources on the internet, the study found.
Consumers are often likely to look up answers to their questions and troubleshooot solutions with smartphones, according to Mashable. Customers could begin turning to smart devices first and calling for help only if they can't resolve the problem on their own, the source reports. While companies might be able to benefit from weeding-out calls that require simple solutions, they may find themselves dealing with more complex problems.