By 2014, organizations that refuse to communicate with customers by social media will face the same level of wrath from customers as those that ignore today's basic expectation that they will respond to emails and phone calls, Gartner argues.
For organizations that use social media to promote their products, responding to inquiries by social media channels will be the new minimum level of response expected by consumers, Gartner predicts.
“The dissatisfaction stemming from failure to respond via social channels can lead to up to a 15 percent increase in churn rate for existing customers,” says Carol Rozwell, Gartner VP and distinguished analyst.
Monday, October 22, 2012
Firms Using Social Media for Marketing Will Have to Use Social for Customer Replies
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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