Why the COO should lead social-media customer service

Although social channels have become powerful and cost-effective tools for customer service, management may be in the wrong hands.

Social media offers a chance to redefine the delivery of service to customers, changing the way they think and talk about a company’s brands while drastically lowering service costs. Seventy-one percent of consumers who’ve had a good social-media service experience with a brand are likely to recommend it to others,1 and 70 percent of companies are trying out social customer care in some form.2 But are they assigning the right organizational “owner” to those efforts?

Beyond the Call Center

Often, it’s the marketing or corporate-communications function—typically social media’s internal pioneer—that takes ownership. That makes sense when social channels are used to build brands, drive loyalty, and boost sales.

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