As social media becomes the go-to for customers to voice their concerns, businesses need to ensure it plays a greater role in their overall customer service strategy and, in some cases, even form the backbone. The whole reason customers use Twitter as a platform to interact with companies and complain is because it is the ideal means to get a quick and direct response. Social channels need to be shown more respect as they can make or break a brand. For instance, for some brands, treating....

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