Apple Takes a Bold Step: Abandoning Twitter and YouTube for Customer Support

Apple Support

Apple is getting ready to remove support roles for social media on platforms like Twitter, YouTube, and the Apple Support Community website. This change will start happening later this year, according to multiple reliable sources who know about this. When this happens, people will no longer have the option to seek assistance from an Apple employee on these platforms anymore.

Apple will Use Artificial Intelligence to Reply Users Who Contact Support Instead Apple Support

From October 1 onwards, the Apple Support Twitter account won’t have human replies for customers sending direct messages. A source mentioned that in place of human replies, customers messaging the account will get an automated reply. This will explain different ways to get in touch with Apple for help.

Furthermore, as per the sources, Apple won’t be offering technical help to customers through the comment sections of YouTube videos on their Apple Support channel. Additionally, the paid role of Community Specialist will no longer exist for the Apple Support Community. This community is an online forum where customers can get assistance.

What Happens to Employees Who Work as Customer Support on These Platforms? Apple Support

The company is giving many affected employees the chance to move into phone-based support roles within the company. However, some advisors are either unable or unwilling to make this change, according to the sources. Apple is not permitting employees to switch to another support role involving chat unless there is a medical need. This policy has led to feelings of anger and frustration among some members of the social media team, as reported by one of the sources.

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Workers will go through training to offer support over the phone. This switch is predicted to complete by November, the source stated. This source also mentioned that individuals who do not want to work on the phones got notice that they would have to look for opportunities outside of Apple.

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Apple has been providing customer support on Twitter since 2016. In the previous year, the social media platform was acquired by billionaire Elon Musk and was renamed X. In a recent meeting with employees, as reported by the sources, Apple explained its decision by pointing out that a lot of customers favor support through phone calls.

Apple did not respond right away to requests for a comment. If Apple shares any information, this story will be updated accordingly.

How will this Move Affect Apple’s Online Customers?

If Apple implements this, it will only affect a few employees. However, it may go the long way to affect a lot of online customers. Even if Apple replaces these employees with artificial intelligence, human replies would always be a step further. From the customers’ point of view, there are certain issues that should definitely be handled by humans right from the beginning. Even though replies from AI are quite quicker and precise, the company could have maintained the human employees and enhanced their efficiencies with the addition of AI.

If a customer needs to speak to a customer support agent urgently about an issue, they may first have to answer a couple of questions from a bot before finally getting the chances to talk to a human. At the end of the day, this would rather stress some customers even more.

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