Learn the why, when and how of integrating social media into contact centres to meet the demands of today’s social generation. Download the newly released free Social media customer care white paper.
Can you hear me?
“Yes, I can hear you loud and clear, sir. How may I help you?” Customer service agents use these lines every day in company contact centres. These simple sentences show that customers have dialled the right number and are about to get the expected service within their chosen time frame. But this is so yesterday as we see that customer behaviour is changing. Instead of just calling a phone number, they are getting more connected and more social. Are you sure that you are still able to hear these customers?
Thanks to social media, customers are more empowered and more demanding. They require 24/7 customer care and a multi-channel approach. They understand that if a company can’t provide the service, they will simply switch to a competitor. Research shows that due to a negative customer care experience, 66% of respondents switched to another company in the previous year. Of this group, 82% felt that the company should have done more to prevent them leaving.
It’s the customer, not the channel
Customer care is evolving and companies needs to adapt to these changes. It is no longer about answering incoming questions on the phone or responding to emails. Customers now demand service on multiple channels ranging from social channels such as Facebook to independent review sites. They expect communication on their terms and on their preferred channels – and 42% expect this response within one hour on social media. This customer- centric reality is doing more than forcing traditional customer care to change, it is also providing new opportunities for companies to learn from these interactions.
Goodbye private, hello public conversation
Jeff Bezos, CEO of Amazon, once stated that a brand is “what people say about you when you’re not in the room.” However, this ‘room’ is no longer private, a change that brings challenges and also opportunities to an organization. When the ‘room’ is no longer private, each member of a community is empowered to help make or break an online reputation. Companies that have not adapted their social customer service to the new public reality are being left behind. As the owners of Amy’s Baking Company Bakery Boutique & Bistro unwillingly illustrated, their Facebook meltdown went global. On the positive side, social media provides many opportunities for gaining valuable information about customers. When customers are talking about their favourite brand, they are providing feedback not just for the customer care department, and also a resource for sales, marketing, HR, and PR departments. Furthermore, as KLM airline recently showed, connecting with people in real time thanks to social media shows a company is empowered to surpass expectations and surprise customers.
Being social is no longer an option in customer care
Social customer service allows companies to personalize customer care and, in the meantime, strengthen brand awareness throughout the whole community. Research shows that 23% of customers are more likely to do business with a company that they can interact with in a social media environment. It is no longer a nice-to-have; two-way social communication is a necessity if a company wants to survive in the digital era. Stop hiding behind toll-free numbers, static offline sales and marketing strategies, and get social with customers.
Learn the why, when and how of integrating social media into contact centres to meet the demands of today’s social generation. Download now the free white paper “Social Media Partners in Customer Care”.