Retailers Failing With Social Customer Service

Despite promises to eliminate long waits on hold and speed consumers to responsive associates, the use of social media to handle customer service issues remains stubbornly ineffective for most retailers. A study of 500 of the top U.S. retailers from customer engagement software provider Eptica found only 20 percent were able to answer questions sent via Twitter and 54 percent sent via Facebook. By comparison, 74 percent were able to respond to emails received.