Social media has revolutionised customer support for many brands around the world, providing a cost-effective, efficient and proactive tool to manage enquiries, support issues and complaints.

Indeed, as your presence on platforms such as Twitter and Facebook grows, so too will the number of negative comments you receive. Your team will need to identify and separate legitimate complainers from “chancers”, reassure your best customers that their problem will be resolved, stay calm and professional and remember that, at all times, social media is an entirely public medium.

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