Microblogs as Frontlines of Customer Problem Handling – MSI

Working Paper

Microblogs as Frontlines of Customer Problem Handling

Zhuping Li, Detelina Marinova and Jagdip Singh

May 21, 2024

Analyzes over 18,000 customer service interactions on social media platforms to determine frontline problem-handling tactics deployed by companies and their impact on virtual followers who witness customer service interactions and actively propagate these exchanges.

Topics

Consumer Behavior & Insights Omnichannels & Customer Journey Social Media & Social Influencers

research recap

What’s the Bottomline of Frontline Interactions on Social Media?

While microblogging sites are popular with many consumers seeking customer service, there is a risk that negative experiences will be propagated to virtual followers. Service representatives should not only resolve problems quickly but also reassure customers about the process. Compassion for the consumer can help—but only up to a point.

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