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Post: Apple Support prepares to leave X: End of the omni-channel?



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Reports claim Apple is about to cease offering human tech support via X, the service formerly known as Twitter, its own online forum, and YouTube beginning Oct. 1. Users will still be able to access automated systems, but those replies will send you elsewhere to access human support.

Apple support staff who have been providing human assistance via those two channels will be transitioned to phone-based support roles, the reports claim.

Was this an ill-fated love affair?

On the surface, this is a weird decision given Apple’s visible commitment to omnichannel customer services.  The company has offered customer support via X/Twitter since 2016, when most customer-facing entities began doing so. At that time, customer service teams everywhere flocked to the platform to open up direct and immediate communications with customers.

Customers became engaged and these days around 79% of people posting a query on social media expect a response within 24 hours. At least one survey showed 75% of consumers have already used Twitter/X to interact with a brand.

The social media service even had an @TwitterBusiness channel through which it evangelized such use and explained why it had become an essential part of the omnichannel marketing mix. That channel’s Twitter handle no longer exists, which is unlikely to reassure brands using the service.

Chaos isn’t good for business

There has been no end to controversy since Elon Musk, the new owner of X, took over the company last year. Decision-making has at times seemed erratic or unfair, and the commitment to securing the platform and protecting people from various forms of online harm appears weak.

Copyright © 2023 IDG Communications, Inc.

Lora Helmin

Lora Helmin

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