Why Wouldn’t I Provide Social Customer Care?

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We live in a world of definitive reports and customer surveys. All full of numbers and figures. Numbers and figures detailing the operational intricacies of customer service, social customer care or customer experience. Here are some of the ones I’ve come across recently:

  • Companies that invest in customer service on Twitter have found that resolving issues via Twitter costs one-sixth as much as call centers, can lead to over 95% of issues being resolved in-channel, and can achieve a customer satisfaction rate of over 90%. (McKinsey)
  • 25% of social media users in the UK use social channels to make a complaint. (Institute of Customer Service)
  • 71% of consumers who experience positive social customer care are likely to recommend the brand to others, compared with just 19% of customers who do not get a response. (NM Incite)
  • Mentions of dedicated customer service handles have increased by 44% year-over-year. (Simply Measured)
  • 33% of users even prefer to contact brands using social media rather than the telephone. (Nielsen)
  • If customers receive good customer service via social media they are likely to spend 21% more. (Ambassador)
  • 70% of those helped via social customer service return as a customer in the future. (Ambassador)
  • 42% of people will tell their friends about a good customer experience on social, while 53% will talk about a bad one. (American Express Global Customer Service Barometer)
  • 67% of consumers have used a company’s social media site for servicing, compared with 33% for social marketing. (JD Power & Associates)
  • Gartner found that failure to respond via social channels can lead to a 15% increase in the churn rate for existing customers.
  • 65% of social media users prefer social media to traditional contact centres. (Conversocial)

So what’s stopping you?

There’s no shortage of social customer care vendors with their unique revolutionary solutions.

No shortage of metrics to understand operational inefficiencies.

No shortage of consultants to tell you it’s the future

No shortage of reports telling you that 27.3% of customers expect a response within 37 seconds.

No shortage of reports showing the correlation between a positive social customer care experience and increased customer satisfaction.

No shortage of reports about Millennials and their preference for customer service via Twitter or Facebook.

So what’s stopping you?

Numbers, solutions and metrics aren’t enough.

Numbers aren’t quite enough to halt your anxiety, your fears, or your concerns about letting go.

Numbers, at the end of the day, just aren’t quite enough to give you the courage to take that next step.

Numbers are just that: numbers. Numbers on their own don’t tell me a story, they don’t allow me to empathise with you. Numbers don’t resonate (hate that word) or appeal to my heart and mind. They simply don’t. And yet I’m always searching for numbers, looking at numbers…

Numbers and solutions will help make better, faster, more efficient, more productive, more cost effective… but not more empathetic, not more engaged, not more customer-focused, not more satisfied, not more loyal (what does loyalty really mean?).

Numbers and solutions don’t tell me about the customer whose guitar I fixed, whose bag I found, whose flat tire I repaired, or whose wedding I made sure they reached on time.

Numbers and solutions are illusory, but the stories they allow you to tell can be meaningful, relevant and significant. The story can make the difference.

So what’s your story?

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Trying to understand this thing called #SocialCustCare. HuffPost Top 100 #CustServ Pro. #IBMer #Zanerva #FutureCareToday #Rise #Kiwi Views mine

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