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As many marketers struggle to take a greater role in customer service, great ones stand out. Social customer service is largely the responsibility of the marketing department. Last year, we predicted that marketers would take a greater role in customer service in 2022. And, to their credit—and ours—they have. This year, we asked which teams are responsible for providing customer service on social channels. The answer might surprise you. Less than 8% of organizations said their customer service team was exclusively responsible for providing customer service on social and messaging apps. Almost half (49%) of organizations said that social customer service was usually or exclusively the responsibility of the marketing team.

Marketers realize it’s time to lean into customer service

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