It was May 2001, and I was just kicking off my first contact center software implementation as a project manager. Consumers were rapidly adopting email as an innovative communication method and big companies were trying to figure out how to manage this incredibly modern support channel.

Overnight major brands were receiving millions of support emails a year. For some clients, email eventually surpassed phone as the primary contact method.

In May 2009, 8 years later, I remember working with one of the world's largest consumer packaged goods companies and for the first time talking about adding social media support to the contact center. Similar to email in 2001, Facebook and Twitter were taking off and consumers were growing tired of the unfriendly phone systems that made it impossible to speak with an actual person. Furthermore, waiting over 24 hours for an email response just didn't seem like it was necessary if brands were going to monitor their social channels in near real time.

It's astounding how much times changed in the past 5 years, with the emergence of social customer service. Now, brands are devoting Twitter handles to customer support, hiring large teams focused on social care engagement, and integrating social media into their CRM systems.

But has social customer service really arrived? Do consumers actually use Twitter as a support channel when they need help?

I thought I would do some quick research on just how much social customer service has grown the past few years according to the real numbers. Since Facebook pages are not dedicated to customer support, accurate numbers are tougher to acquire, so I focused my mini research project on Twitter. Looking at adoption across several industries and then the largest programs within those verticals, it become clear there are 4 major industries driving the most social care volume.

(It's important to note that the lists in this blog post are not ranking the quality of social customer service provided by these brands; they are strictly an unofficial ranking of the largest Twitter social care programs within industries with the most consumer adoption.)

The leader is the communications industry.

Why?

Traditionally, communications and media companies have not been known for stellar phone and email support. However, many have led the charge in social care, so consumers are migrating to where they will get the most helpful and responsive service.

Coming in second is what I'll call the internet/device industry. 

Why?

Demographics. The typical consumer for these companies is mobile-savvy, comfortable with social, and always online, which makes it easy to understand why they would gravitate toward a social support channel. 

A close third is the airline industry.

Why?

Let's face it: travel is stressful. When consumers encounter an obstacle trying to get somewhere important for work, vacation, or a significant event, emotions rise. The speed of response offered in social care versus traditional channels can make the difference between getting a flight home for a child's soccer game or having to miss it!

It's worth pointing out that only Delta Airlines has a dedicated Twitter support handle, while other airlines are engaging customers on their main brand Twitter handle.

Also notable: Southwest Airlines—a company known for its outstanding customer service—is missing from that list. Is it because they provide such amazing service their customers don't require a high volume of Twitter social care—or because in their Twitter bio they push consumers to another non-social support channel?

Last but not least, we have the financial services industry. 

Why?

Probably for a combination of all the reasons listed above. Ever have an issue with your finances? You want help right away, and most of the companies below don't have the best reputation for responsive service with phone and email. Banking is also an online and mobile experience, making it easy for social-savvy customers to tweet a question or concern from their phones. 

Looking ahead to 2020, I wonder what the next disruptive customer support channel will be. Any guesses?