News: Customer Service/Care
Customer service training 'must emphasise social media's value'
15 June 2009
Customer service training should emphasise the value of using social media as a way to connect to consumers, research suggests.
A study by Datamonitor has found that this can have brand management advantages, as well as improving user engagement with the organisation.
Ian Jacobs, senior analyst at the company, claims that social network-based customer service training can improve interactions that develop intimacy between both parties.
"Customers feel that the company listens to, understands and cares about their preferences," he asserts.
Among the areas where strong consumer care can be deployed include responding to negative feedback expressed on these mediums and encouraging the spread of positive comments, it finds.
Both trust and rapport could be developed through the use of social networking as a medium explored in customer service training, the research suggests.
Last week, chief of the 42nd Services Division Major Kathryn Brown emphasised the value of customer service training in helping companies to meet expectations about their level of consumer care.
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