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15 August 2012

Why social media matters in complaints management

There’s a lot of debate around social networking and the impact it can have on an organisation’s customer service reputation. Articles range from those claiming social media is vital to your business and the best route to get complaints resolved (Bachelor, 2012) to research reporting that Twitter users judge only 36% of tweets as worth reading (AndrĂ© et al., 2012).

With this range of opinion, how can business executives decide whether social media is something that really matters when it comes to prioritising budgets for complaint management?