Importance of customer service on social media?

Customer reply by KFC

Customer reply by McDonalds

Stumbled across this Facebook post and it reminded me of what we learnt in class where providing good quality customer service is essential for companies as customers are going online to air their complaints. But then,  questions arise in my mind, do established restaurants and cafes need customer service on social media? would the reputations of McDonalds and KFC be much impaired because of this?

Compare the 2 responses given by KFC India and McDonalds India. You can’t fault them for not responding but which response would you prefer as a customer? KFC India answers this question by being consistent and personalized in responses on Social Media while McDonald’s India merely copies and pastes standard lines.

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