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

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.

To read this article in full, please click here