Search

Councils

Get to know our council and committee members and find out what they do.
For more information please
contact the DMA.
The Direct Marketing Association
DMA House
70 Margaret Street
London W1W 8SS
Tel: 020 7291 3300
Fax: 020 7291 3301


UK firms missing out on social CRM

02 Feb 2012 2:45 GMT Back
UK firms missing out on social CRM
DMA News

Also in the news

UK businesses aren’t making the most of social media in customer relationship management, a recent Callcentrehelper.com study has found.

Over three quarters (79%) of respondents said that their marketing departments were responsible for social media. 

This suggests that companies are confident with marketing-led social media use but are nervous about operationally led activity. 

Many companies are wary of the potential for public relations disasters, according to the report. 

But they are monitoring social networking sites extensively. Facebook and Twitter are the most monitored platforms, at 85% and 76% respectively. 

And, 81% of respondents said their call centres responded to social media complaints. Almost half (43%) said they almost always respond to complaints. 

Anecdotal evidence shows that Twitter is popular with call centres. One customer service director told callcentrehelper.com: “I love Twitter because it forces customers to get to the heart of the complaint… it forces the business to reply similarly, so what you get is two posts that people take a question and answer from.”

Training is an issue as call centres need to have the right written skills to deal with customers on social media. One contact centre manager has found that some agents use text speak when talking to customers on Twitter, which isn’t always appropriate.  

Posted by

Smarayda Christoforou

This website only uses essential cookies.