Customer service has traditionally consisted of telephone, mail, and later on chat.But the entry of social media has changed the way companies exercise customerservice. Companies should ask themselves whether the same type of traditionalcommunication may or may not function in a new channel and thus whether itcan be applied to social media.The purpose of this study is to describe the companies’ use of customer servicein social media and how the communication differentiates from thecommunication in traditional customer service, and also to define the effect onthe customers’ relationship to the company. To reach our conclusions we havecombined theoretical references with qualitative interviews.By our analysis, we found that the communication in social media expandsthe possibilities. By entering an unfamiliar channel, customer service has hadto adapt themselves and their language. It is no longer a conversationbetween customer service and a single individual, it is a constant dialogueindependent of time and space between the company and all of theircustomers with a great focus on building relationships.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-20338 |
| Date | January 2012 |
| Creators | Hjelm, Malin, Jakobsson, Alexander |
| Publisher | Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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