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《NM Incite Report： The State of Social Customer Service 2012》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、StateofSocialCustomerService2012NMIncite’s2012StateofSocialCustomerServiceReportWiththeexplosionofsocialmediapromptingadramaticchangeinhowpeopleinteractwitheachotherandbrands,customersareturningtosocialmediaforcustomerservice,whetheryouwantthemtoornot.Thisreportlooksathowcons
2、umerbehavioronsocialmediaisimpactingcustomerserviceandmarketingeffortsforglobalbrands.Withthebirthofsocialmedia,brandshavelostimpactingthepurchaseintentofyourexistingthepowertheyoncehadoverconsumers.Today,andpotentialcustomerbase.Thismeansthatcustomersholdthereins.Theyarefeel
3、ingmoresocialcare,customerserviceviasocialmedia,andmoreempoweredtosharetheirbrandhasbecomeanimmediateimperativefortoday’sexperiencesandopinionsonline,strippingbrandsglobalbrands.Customerschoosewhenandwhereoftheprivilegeofaone-sidedconversation.theyvoicetheirquestions,issuesan
4、dcomplaints,Withextensivenetworksoffamilies,friendsblurringthelinebetweenMarketingandCustomerandinfluencers,whatpeopleshareonsocialService.Brandsneedtoacceptthisevolutionandnetworkingplatformshasincrediblereach,ensuretheyarereadytoreactonallchannels.KeyFindings•47%ofallsocial
5、mediausershaveusedsocialcare,withusageashighas59%among18-24yearolds;usagespansallagesandgenders•71%ofthosewhoexperiencepositivesocialcare(i.e.,aquickandeffectivebrandresponse)arelikelytorecommendthatbrandtoothers,comparedtojust19%ofcustomersthatdonotreceiveanyresponse•Nearly1
6、in3socialmediausersprefertoreachouttoabrandforcustomerservicethroughasocialchannelcomparedtothephoneWhatisSocialCare?Socialcareisasystemforcompaniestoregularlyprovidecustomerservicethroughsocialmediaplatforms.Companieslistenatthebrandandcategorylevelsforcustomerquestions,issu
7、es,needsandconcerns,andaddressthemthroughthesocialchannelswhereexistingandprospectivecustomersexpressthemselves.Ifacompanyhasa1-800numberforcustomerservice,socialcareappliestothem.Highercustomersatisfactionisimmediatelytiedtothecustomer’sabilitytoinfluencepeersacrosstheirsoci
8、algraph,withimplicationsforacompany’sbranding,salesandmarketingeffor
