Evaluating the Use of Social Media for Customer Service. Is Social Media the Big Bet for improving Customer Satisfaction?

      Аннотация: Corporates in the telecommunication, financial, health and even Agricultural industries continue to face stiff competition from their counterparts and challenges in offering efficient customer service due to changing customer needs as technology advances. Social Media is one of such technological advancements used widely not only to establish and sustain virtual relationships but also to grow value for businesses. In this study, Safaricom’s customer satisfaction was examined where Social media had been applied for customer service, the challenges that the organization encountered when adopting Social Media for customer service and how its use by Safaricom customers led to overall customer satisfaction. The insights and observations can be adopted to Small, Medium and Large enterprises that are considering digital transformation strategies to steer their next evolution in a continuously changing business environment. Similar approaches could be applied as well in Not For Profit organizations with a bias on projects and programs that target economic growth for their targeted audience. Is social media a backbone for valuable customer and other stakeholder engagements? Let's find out.

Ключевые слова: social media, Facebook, Twitter, Safaricom, CUSTOMER SERVICE, Customer Satisfaction, Internet, technology