Social Media Used for Customer Service; Transaction Costs Ignored

Adoption of social media by customer service practitioners is high and has its benefits, but most are not tracking the transaction costs for the channels they are using, details Sword Ciboodle in survey results released in May 2012. In terms of social service channels currently supported by respondents, Facebook leads, with 60% indicating support, just ahead of Twitter (59%). Even so, just 13% say they track the cost of Facebook for customer service, and just 15% track Twitter’s cost for this activity. Similarly, less than 1 in 10 track the transaction costs of other activities on these channels, including technical support, service with sales, and proactive service. (more…)