Social Media as a Contact Channel in Asia Pacific
Social media is rapidly emerging as the next big frontier for customer engagement and interaction. Millions of customer interactions take place every day on social media sites such as Facebook, Twitter, and YouTube, besides other customer support forums and online communities. Therefore, it has become imperative for companies to possess a sound social media customer engagement strategy. However, enterprises need to be wary of the challenges that come with a social media customer service channel. In Asia-Pacific, many organizations are adopting a wait-and-watch approach. Frost & Sullivan opines that as the medium evolves, with better metrics, benchmarks, and best practices, adoption will grow exponentially.