Businesses are able to act more quickly, respond better, and even anticipate customers' upcoming needs. By enabling businesses to track social interactions with customers using the same sophisticated tools as they use for other touchpoints, companies can deliver faster, more complete resolutions to customer service cases from across the whole business, resulting in happier customers.
Social interactions take place on a one-to-one-to-many basis, meaning the way in which the interaction is resolved can impact directly on brand sentiment.
A customer service agent dealing directly with a customer on Facebook is engaging in a personal interaction with a public audience. It’s easy and logical for customers to want to share socially about their service experience afterward, too.