According to reports, Apple is planning to discontinue human tech support through various channels such as Twitter, its online forum, and YouTube starting October 1. Users will still have access to automated systems, but for human support, they will be redirected elsewhere.
The support staff who previously provided assistance through these channels will now be transitioned to phone-based support roles.
Was this an ill-fated love affair?
At first glance, this decision may seem strange considering Apple’s visible commitment to omnichannel customer services. The company has been providing customer support through Twitter since 2016, when many other companies started doing the same. Social media platforms became a direct and immediate channel for customer service teams to engage with customers.
Customers became accustomed to this method of communication, with around 79% of people expecting a response within 24 hours when they post a query on social media. Furthermore, 75% of consumers have used Twitter to interact with a brand, according to a survey.
However, recent controversies surrounding X, the owner of Twitter, have caused companies to reevaluate their use of the platform for customer support. Major enterprises, including NPR, have stopped using Twitter altogether in protest against the decisions made by the service.
Chaos isn’t good for business
Since Elon Musk took over X last year, there have been controversies, erratic decision-making, and concerns about the platform’s security. These developments have led many businesses to question the transparency and trustworthiness of X, which in turn affects their customer support strategies.
No fly zone
In addition, recent changes to the Twitter API have caused disruptions for companies like Air France and KLM, as their customer care systems were no longer compatible with the platform. It’s possible that Apple’s own systems were also affected, leading to the decision to abandon Twitter, YouTube, and its own support forums.
Ultimately, the questionable actions of major social media networks in recent years, from data misuse to influencing democratic processes, have eroded trust and created an environment of toxicity. This is not conducive to effective customer-business interactions, especially when unauthorized use of brand identity is not adequately policed.
Given these constraints, it’s understandable that Apple has opted to end customer service contact via Twitter, but it’s still unfortunate.
The end of the omnichannel?
This move by Apple may prompt other companies to reconsider their reliance on social media for customer support. While it won’t completely end the use of omnichannel support, it does highlight the erosion of certain channels that were once part of it.
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