Marketers realize it’s time to lean into customer service
Marketers realize it’s time to lean into customer service. Marketing departments have taken on a larger role in customer service on social media channels, with 49% of organizations indicating it is usually or exclusively their responsibility. Only 8% of organizations said customer service teams were responsible for social customer service. Proactive marketers are adapting to this change as ignoring customer service on social media can have a negative impact on a brand's reputation and overall customer experience.
This trend originates from the report:
Hootsuite - Social Media Trends 2023
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..