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socialMediaCustomerService_v1.1In December, we talked about the natural merger of the on-site hotel concierge and social media manager.  Patrick Mayock of HotelNewsNow took this idea a bit further and examined whether social media is the best client service tool.

At the Fitur International Tourism Trade Fair in Spain, Mayock sat in on a presentation about social media as the ultimate customer service channel.  However, he has some reservations about that designation.

It is obvious that social media has become a key tool in managing a customer’s online requests.  An eDigitalResearch survey found that more than one in 10 respondents expected to be able to speak to a brand represented via social media.

A similar report by the Aberdeen Group, conducted in 2012, found that 12% of service requests originated in the social sphere, with that number projected to have risen to 22% in 2013.

Companies have dedicated additional resources to marketing and social media subsets, and in general have seen success in this area.  Contact through social media is the quickest and most reliable way to get in contact with a brand and currently the only channel that will guarantee a reply to your query or complaint.

Companies may be responding to these questions due to fear of publicized customer rants on Facebook or Twitter, a common trend among the seemingly “Silent Travelers” who may smile about customer service on-site, but unleash when they have the right social media platform.

Mayock’s belief is that social media may not be supporting the increasingly digital customer service exchange, but rather the proliferation of handheld devices.  Because of the rise in these devices, hoteliers are creating new applications to reach guests – both on and off property.

The nature of these apps varies from company to company, but the consistent idea is allowing hoteliers to stay connected with guests, and vice versa.  The most important aspect of the conversation is that these companies are circumventing social media entirely.

To read more about Mayock’s travel industry insights, and to the read rest of this article, click here.

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