The latest report from Amdocs, a provider of customer experience systems and services, found that half of the customers today prefer communicating with their service providers via social media to the contact centre.
However, 80 percent of those customers cited that they did not receive a timely response or resolution when they tried reaching to service providers through social media.
Moreover, even though 52 percent of the consumers expect a response within 30 minutes of their social media contact, only 24 percent of the service providers claimed that they responded within that timeframe.
These findings highlight an opportunity for service providers to improve the customer experience and reduce call centre costs, said Amdocs.
Being more responsive on social media will not only improve customer satisfaction but also "increase Net Promoter Score (NPS) and positive word-of-mouth visibility," said Rebecca Prudhomme, vice president for product and solution marketing at Amdocs.
To ensure that customers receive timely and useful responses, service providers need to have contextual knowledge of the customer. This can be achieved by linking their customers' social identity to the customer profile stored in their customer relationship management systems, suggested the report. Besides that, service providers need to store the social identity and interactions in the customer's history for future use.
The Amdocs-sponsored report combines an Ovum survey exploring service providers' customer care readiness on social media, and a separate survey conducted by Coleman Parkes that examined consumer attitudes towards social media as a customer-care channel. The Ovum survey canvassed opinions of 100 global service provider executives in May 2014 while the Coleman Parkes survey took into consideration opinions of 4,068 consumers worldwide in January 2014.
Sign up for CIO Asia eNewsletters.