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Social Media Seen to Play Crucial Role in Customer Care Operations

by: Karen Cayamanda

Monday, July 25, 2011 | Outsourcing News |

Social Media as a Platform for Customer Care

Survey findings from outsourcing services provider Capgemini show that social media is a critical part of customer care operations of many businesses from various industries.

Out of 302 senior executives from Fortune 1000 companies, more than half (52 percent) said they are using social media as part of their customer care operations. Fifty-seven percent said they are keeping track of social media activities, while 36 percent are monitoring the value of using social media in their customer care strategies.

More than half of survey participants see social media as a tool to gain customer feedback on their products and services, generate leads, and measure customer satisfaction. While social media is perceived as an integral part of customer care operations, 73 percent of senior executives are not aware of the number of employees who are monitoring online conversations of customers. Forty-one percent said their companies are keeping track of customer’s social media activities. However, they are only answering questions and responding to complaints of customers, and are therefore not getting the most out of social media.

“The use of social media as part of a strategic customer operations strategy is still emerging, but it presents companies with a clear opportunity to engage with current customers, find new ones and build brand awareness in an increasingly competitive landscape,” said David Poole, Vice President and Head of Americas Business Process Outsourcing, Capgemini.


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