London - Young UK consumers are turning to social media sites such as Facebook and Twitter to search for information, solve problems and air complaints.
In a survey of 1,000 people in the UK by customer care firm Sitel, 15% of respondents aged 16–24 said they prefer to access customer service through social media. Among those aged 25–34, the figure was 8%.
‘Creating an open dialogue between customers and brands in social networks is beneficial to both parties,’ says Dan Lester, co-founder of social media management company Conversocial. ‘Companies can be seen to be responding positively to complaints, and customers can hold companies and organisations to account in a public sphere.’
Social networks and forums will become increasingly popular as a medium for customer support. A study published by Conversocial and New York University found that, out of 513 respondents 78% believe social networks will be a key channel for customer support in the future, and 51% frequently communicate with a brand on Facebook or Twitter already.