We asked customer service managers about seven usages of social media. The most extensive way they use social media is to reach out to consumers who are unhappy about the company’s offerings. Customer service was least likely to use social media to reduce service costs. (See Exhibit IV-5)
Customer service managers said social media was more than moderately beneficial (but not highly) on all seven counts. They said it had greater benefits in helping consumers learn to use the company’s products or services, and in identifying problems with consumer support processes.
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