Marketers realize it’s time to lean into customer service

Marketers realize it’s time to lean into customer service. As many marketers struggle to take a greater role in customer service, great ones stand out. Social customer service is largely the responsibility of the marketing department.

Last year, we predicted that marketers would take a greater role in customer service in 2022. And, to their credit—and ours—they have. This year, we asked which teams are responsible for providing customer service on social channels.

The answer might surprise you. Less than 8% of organizations said their customer service team was exclusively responsible for providing customer service on social and messaging apps. Almost half (49%) of organizations said that social customer service was usually or exclusively the responsi- bility of the marketing team.

Proactive marketers will take the initiative to adapt. We get it: Social was never meant to be a customer service channel. But now it really can’t be ignored.

Social media has taken an outsized role in customer service—and businesses, as well as practitioners, are caught dealing with the repercussions. After all, if marketers see it as their responsibility to build brands, ignoring customer service is detrimental to that goal. A brand isn’t just a logo or a promise; it’s a result.

It’s a customer’s gut feeling about a product, service, or company. And it’s every marketer’s responsibility to make sure that gut feeling isn’t soured by unanswered DMs..