Social media and customer service at the Kenya Commercial Bank (KCB)

Abstract

This research project was a study on the role of social media in customer service in Kenya Commercial Bank (KCB). The objective of the study was to establish the role of social media in customer service with focus to Kenya Commercial Bank. The research study was a descriptive study which was concerned with finding out the what, where and how of a phenomenon. This study therefore enabled to generalize the findings of the social media department. The main focus of this study was qualitative. The research design was a method of study in depth rather than breadth and placed more emphasis on the full analysis of a limited number of events or conditions and other interrelations. Primary data collected from such a study was more reliable and up to date. The study found out that at least Fifty (50) customer enquiries are handled in a day through social media by the staff at KCB. This was an indication that customers were turning into social media for customer service. This proved that social media was a tool of customer service and matched Zeithmal and Bitner (2003) literature that customer service is the service provided in support of a company’s core product. In conclusion Social Media has changed the way people across the globe communicate with one another. However, it is worth noting that social networking has been there right from the beginning of humanity. KCB has embraced social media since the inception of its contact centre in the year 2009. Since then, social media has moved KCB from one level to another in customer service. The study has revealed that KCB has effectively embraced social media to enhance service delivery to its customers not only in the region but those in the Diaspora.