Customer service is a race towards personalization. Since Facebook and Twitter launched in the mid-2000s, consumers and businesses have had two excellent tools to learn more about each other through online and offline behavior. Brands are doing the heavy lifting on their end to provide quality customer service that extends itself into a richer customer experience across these new platforms. As technology and innovation progress, the needs of customers become greater and brands need to be present, responsive and consistent in new online communities. The days of three-person social media teams will be phased out.
The need to structure larger teams to prioritize engagement posts and deal with customer service inquiries has grown, and companies are looking for new ways to further differentiate themselves from the competition. Offering consumers a nearly one-on-one relationship online is supplemented by the visibility of large volumes of social conversations. As consumers and businesses continue to interact, they are building relationships that are becoming mutually beneficial due both to the solutions provided to the customer and the public examples the brands leave behind on social media for future customers to see.