According to information graphic “Social Media Facts & Figures for B2B Sales” 65% of B2B businesses use Twitter and 54% use Facebook for networking purposes. Although, social media networks enable moderators to share content (i.e. new product pictures, information on sales) and start discussions on a variety of topics, they also serve as a channel to publically air grievances. Traditionally, customers would call or e-mail a hot line number. In order to keep up with the times, more and more customers are using social media networks as another means to communicate their complaints.
While, many companies do take the time out to resolve their problems, many are hoping to divert negative attention from their primary brand accounts. This is why Simply Measured (social media analytics firm) discovered more than 30% of Interbrand 100 companies are creating a separate customer service handle on Twitter. This move resulted in more than 198,000 inbound tweets and 82,000 support responses in the last quarter. While, a separate handle is one way to go about handling customer support functions, Live support chat website is a superior method.
This is because not every company has a separate customer service handle. This compels unhappy customers to post their grievances publically. It intentionally or unintentionally influences social users to share their negative experiences as well. In order to calm down the escalating situation, social media moderators delete comments or avoid posting altogether. Had a company added live chat to website, they would have been able to divert negative attention easily. This online CRM application connects website users with a customer service representative (CSR). By adding live chat to website, CSRs are given the responsibility of tactfully handling all customer support requests. They are thoroughly trained to understand and are empowered to take a decision which will lead to customer satisfaction.