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Altitude Delivers New Report on the Evolution of Social Customer Service in Spain

consumidor 82% of requests for service in social media end up being solved through other service channels.

Lisbon, Portugal, 17 November 2016 – Altitude Software, a global provider of omnichannel solutions to deliver great customer experiences, has presented, for the second straight year, a major research report on the State of Social Customer Service in Spain.

"El Consumidor Social 2016: Madurez del Social Customer Service en el Mercado Espanol 2015" monitored 75.000 interactions through social media, relating to 79 companies in 11 industries. Overall performance in the report’s “social customer service maturity index” improved by 13,6%, even if the service provided continues to be considered “basic”.

On the Report’s evaluation, this means that these companies have a strategy and provide customer service over social media but they still fail in being proactive and in solving more complex issues, that end up being transferred to other customer contact channels. 8 in 10 brands follow up on issues through private message to ask for more information and transfer the issue to a different channel (usually voice). The exception is the Telco industry with more mature customer service practices, followed by Travel and Consumer Products.

87,3% of companies provide customer service through Twitter or Facebook, while public forums and blogs are growing as customer service tools. Nevertheless, over half of the consumers surveyed mention Whatsapp as their favored communication channel with companies. “The survey results show a continued effort to reach out to consumers, but consumers continue to create new trends as companies struggle to follow everchanging trends” states Raquel Serradilla, Vice President for Southern Europe at Altitude.

Overall companies are answering more requests and faster (average 30 minutes) than last year, over Twitter and Facebook. Nevertheless, customer engagement is still low as measured by likes in corporate profiles, posts and tweets. For this research Altitude partnered with Two Quality; Transcom; AEERC and Oraquo.

You can download "El Consumidor Social 2016: Madurez del Social Customer Service en el Mercado Espanol 2015"  here (in Spanish).

About Altitude:

Altitude ( is a global provider of omnichannel solutions to deliver great customer experiences. Its solutions help companies and organizations unify all customer interactions and become more customer-centric. Altitude uCI (Unified Customer Interaction) is a robust, modular software platform that handles all customer interactions and unifies all touch points, in the contact center and throughout any organization.

More than 300.000 users in 1100 customers in 80 countries use Altitude uCI solutions to manage in real time enterprise functions like Customer Service, Telemarketing, Debt Recovery; Help Desk; Citizen Attention, etc. Altitude  has a track record of 22 years of customer and industry recognition and has won dozens of awards for innovation and tangible results with customers in key markets worldwide. It has 12 offices in four continents, a 160-strong worldwide partner network and is ISO 9001 certified for its worldwide support. Altitude Software can be reached at +351 21 412 98 00 or emailed to

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For More Information:

Carlos Taveira

Altitude Software Marketing Communications