We are a SAAS sompany that just released a product for consumers. We are going to be responding to app reviews and social posts. However there is debate on if Marketing or Customer Success should manage those responses. How have other companies managed this?
My impression as a consumer is that customer success manages responding to customer reviews. Responding to these reviews often requires knowledge about the product (for example if someone writes a factually wrong review about a fault in the product) and the ability of the company to respond to customer concerns (clarifying the refund policy, explaining that the company ended up mailing a new product to the user in a follow-up comment, explaining that an upset customer was adequately cared for if the upset customer did not edit their negative review). All of this requires a customer success skillset, not a marketing skillset.