Emerging markets more likely to use social media for customer service
Consumers in emerging markets are more likely than those in developed markets to try to access customer service via social media
Consumers in emerging markets are more likely to use social media to try to access customer service from companies, according to a new survey.
The study, by telecoms analyst company Ovum, found that 32% of consumers in emerging markets had used social media for customer service, compared to 10% in developed markets.
The survey of over 4,000 consumers across four developed countries (the US, the UK, France, and Germany) and four emerging countries (Brazil, Russia, India, and China), was intended to assess the impact of social media on contact centres and how companies need to interact with customers.
Ovum said that the while the survey of emerging markets reflected the more affluent and web-savvy respondents, it still indicated that consumers with greater purchasing power in emerging countries have a preference for using social media for customer service.
Aphrodite Brinsmead, Customer Interaction Analyst at Ovum said: "Web savvy consumers in emerging markets, such as China and India, are more inclined to use social media for customer service as opposed to consumers in developed countries. They are using social media to ask and respond to questions in communities, as well as to complain about or promote products and services."
The use of social media, both through direct channels to companies and indirect ones such as independent forums, was not necessarily effective for customers in emerging or developed markets however, as enterprises have not done enough to engage with these channels.
Brinsmead added: "Relatively few customers, across both emerging and developed countries, are able to resolve their issues using social media tools because enterprises are not yet doing enough to encourage or support them. Although social media is not yet a mainstream tool for customer service, vendors must help enterprises integrate it within their contact centre operations. It makes sense for those in emerging economies to develop better social media and web self-service