For several years, Facebook, Twitter and many others act as a bridge between companies and their customers. However, the tech giants seem unhappy with this situation and are gradually turning to other solutions.
If you’re used to using social media to request a goodwill gesture from your favorite brands, it may soon be time to change your modus operandi.
A decision motivated by economic and practical reasons?
The news is not yet official, but Apple should stop providing support to its customers through messages and posts on X.com as well as in the comments section of its YouTube channel. Apple Support. Even more surprising: employees of the company will no longer respond to requests for help on the forum of the Apple Support Community. According to MacRumors, which cites unnamed sources, these changes should come into effect as early as October. Users who attempt to reach the company on these platforms should receive automatic responses telling them to use another method.
If the reasons for this decision are not yet very clear, the economic choice could be a good lead. Indeed, prices for using X.com’s API rose last March, driving up the cost of using the tools used to manage Elon Musk’s social network. In addition, the use of an external platform could prove to be less relevant and less effective in communicating with customers. However, no layoffs are expected as a result of this change. MacRumors mentions 150 employees affected by the end of these services, all of whom should have the possibility of being transferred to other assistant roles.
Preferred internal solutions
The approach of the Cupertino giant would not be so surprising as that, since it could be a trend to come. Indeed, he is not the first to disavow social media when it comes to customer service. Already last year, Sony stopped responding to users of services related to its PlayStation division on Twitter. The company had followed in the footsteps of Netflix, which had been doing so for more than ten years. If the first did not explain her decision, the second indicated that she wanted to use the company’s own platforms more.
It wouldn’t be surprising if Apple took the same approach, especially since the company already has a well-rehearsed portal. The systematic use of internal tools and means of communication would make it possible to offer a more optimal service, and above all, more private and secure. This is clearly in line with brand policy, at least on paper. It may also be the best way to provide customer service with its own chatbot in the future.
Source : The Verge
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