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社交媒体已经成为一个极为重要的客户服务平台。在最近的电子数码调查研究中,超过10%的受访者表示,他们期待能够通过社交媒体与一个品牌代表进行沟通。阿伯丁集团(Aberdeen Group)2012年的报告从顾客服务链的另一端证实了这一发现:12%的服务请求起源于社交领域,预计这一数字在2013年会上涨到22%。阿伯丁集团公司正在向销售部和社交媒体分部增加资源的投入,从效果来看,在很大程度上是成功的:电子数码调查研究报告显示,通过社交媒体的接触是“与一个品牌建立联系最快、最可靠的方式,并且也是目前唯一能够保证品牌会对你的质疑和抱怨给出回应的渠道”。这么高的回复率是因为这样的回复是积极与顾客互动的标志,企业基于一种恐惧的情绪去避免顾客在脸谱网(Facebook)或者推特(Twitter)上公然咆哮。正如电子数码调查研究报告指出的,“这只是因为这样的交流方式是非常开放,并且具有公众影响力的”。
Social media has become a very important customer service platform. More than 10% of respondents in a recent e-C survey show they expect to be able to communicate with a brand representative through social media. The 2012 report by Aberdeen Group confirms this finding from the other side of the customer service chain: 12% of service requests originated in the social arena and this figure is expected to rise to 22% by 2013. Aberdeen Group companies are investing more resources into sales and social media divisions and, to a great extent, have been successful: the e-research report shows that social media contacts are “ The fastest, most reliable way to establish a brand relationship is also the only one that can guarantee that the brand will respond to your questions and complaints. ” Such a high response rate is because such a response is a sign of positive interaction with the customer, and the business is based on a fearful mood to avoid customers roaring brazenly on Facebook or Twitter. As pointed out in the Digital Research Report, “This is just because such a communication is very open and has public influence.”