Departmental and technological silos

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Per the Index, social customer care is a shared function between marketing and customer service teams in 2024. But shared ownership means reimagining your teams’ entire approach to collaboration.

From your tech stack to your internal workflows, brands need to pressure test each stage of the social customer care process to find out where silos are slowing service down, and where there’s too much strain on one team.

Data visualization from the 2023 Sprout Social Index breaking down which teams will portugal mobile database own the social customer care function in 2024.
For example, social teams are often not equipped to handle complex customer service needs, but they’re often asked to do so anyway.

As one member of The Arboretum described, “A social media manager doesn’t have the resources to resolve every customer complaint. Customers use social more and more for issue resolution, but there’s a solid wall between customer care (which uses traditional communication channels) and social media engagement.”

Others agreed that collaboration between teams at their org is lackluster. “Our team’s inability to provide quick and effective customer care is due to the lack of timely interdepartmental communication,” says one social marketer.