On a simple level it's obvious. Social media is something that a billion people on our planet access daily. Facebook proved this when it revealed that active daily users topped a billion people in a recent blog post by Mark Zuckerberg. This being the case, why would customer service through social, not be a popular option to a consumer?
We need to examine this on 3 levels: How important is customer service to a mobile-first customer, how our behavior shapes the way we communicate online, and how the social channels are evolving to meet this consumer and mobile first need.
How important customer service is with a mobile-first consumer?
Data shows that it's extremely important. By 2020, over 75% of all transactions will be completed through mobile with 6.1 billion smartphone users globally. What does this mean for brands? Smartphone usage has increased exponentially as social usage has increased.
With Millennials growing up in a mobile first culture, and the world quite literally at their fingertips, brands need to be ready to take this on and move their customer service experience to channels where their consumers choose- not what the brand wants to use.