Measuring Your Company's Social Care Efforts

In addition, while the goal is to serve customers in the channel of original contact, channel redirection will likely remain an issue for many retailers. Channel redirection occurs when a customer asks a question in a channel that isn't able to support an appropriate response. For example, if a customer asks a question on Twitter, the retailer may not be able to sufficiently address the inquiry in 140 characters or less. Likewise, a customer may need to share sensitive account information, thus requiring a more private, secure channel such as chat or email.