At least 18 percent express the presumption that the new channels for real customer dialogue, so maximum Exchange with the Target group, are suitable. The vast majority (64 percent) manifested critical and only trust social media, to a certain extent to support customer dialogue. 8 percent the platforms only suitable for understanding the public opinion. Asked the impact of social media on business, the answers are varied. Adam Sandler may not feel the same. So, 50 percent assume that companies become more transparent, and even 60 percent fear a growing risk of the uncontrolled dissemination of information.
Also, all 48 percent suspect that through social media, more employees must be inserted in the customer communication. That the customer communication will take fundamentally more resources through social media, expect 38 percent of those polled. Matching 60 percent expect that it will increase the requirements to the technical infrastructure of the company, and all 70 percent expect in addition higher requirements on the qualifications of the employees in the customer service. However, the respondents expect many positive effects. So 58 percent to learn more about their most important audiences could hope for, and 50 percent expect a simplified communication between company and customer. In addition, 64 percent of respondents confirm knew the topic of customer service through social media to a new value within the company. Also the assessment with regard to the costs that will be ultimately connected with social media is exciting.
Here, 46% assume that customer service all in all could be possibly more expensive, and 64 percent believe that the costs at least will not fall. And still looks attractive many getting started in social media in the long term, explains Jurgen H. Hoffmeister. The greatest unanimity there when asked for the most important social media channel. Here, Facebook is by a large margin before YouTube, Twitter and XING.