Explain how advances in ICT have allowed customer services to develop through websites, e-commerce and social media.

Direct answer

Social media platforms give retailers a direct, real‑time channel to engage with customers. By posting product updates, responding to queries, and using targeted advertising, retailers can increase brand visibility and build loyalty. The immediacy of platforms like Twitter or Instagram allows quick resolution of complaints, which boosts customer satisfaction and reduces churn. However, the public nature of these channels means that negative feedback can spread rapidly, potentially damaging reputation if not managed carefully. Therefore, retailers must balance speed with accuracy, train staff in tone and crisis management, and monitor sentiment to mitigate risks.

How it works

The answer identifies key benefits (speed, visibility, loyalty), explains the cause‑effect relationship, acknowledges potential drawbacks, and conditions the benefits on proper management.