Welcome to a new breed of consumer (and their 8 million closest friends)
The social customer is a radically new breed of consumer. They post online in e-review sites, in public forums, on blogs, on Facebook and Twitter. They don’t hold back. And these unabashed posts are in the open for everyone to see—other potential and current customers, competitors, your board of directors, etc. so it's become impossible to ignore.
While Customer Service and Contact Centers have always been important to a business’ ability to handle customer questions, resolve problems and deal with issues, the adoption of social media by Customer Service positions them as the unique driver of the Social Enterprise. Did you know that:
- 65% of customers prefer to contact companies on social media than via a call center
- *60% of companies don't respond to customers via social media, even when asked a direct question
- 70% of complains made by customers on social media go unanswered
- 7 of 20 retailers actually erased the customer's question on their FaceBook page
- 83% of people who have used social media for customer service have walked away from intended purchase because of poor customer service experience
It’s long been known that when properly staffed and with the right technology, Customer Service can respond to inquiries, questions and issues more quickly and effectively and thereby optimize traditional interaction channels, while reducing costs. And today’s savvy Customer Service groups are not only adopting social media, but are actively integrating interactions in social media with those traditional channels.
But that’s not the big change. The big development is that Customer Services’ role no longer ends at the boundaries of their department. As companies design their new Social Customer Service Departments, that role has expanded to include dynamic collaboration with PR, Communications, Marketing, Sales and other departments. Customer Service is now driving the voice of the customer (VOC) cross-functional collaboration and that integration and use of VOC data makes all departments more effective and efficient.
Companies pursuing this new paradigm in Social Customer Service include stronger brand preferences, greater brand loyalty and revenue preservation (churn reduction), higher customer lifetime values, lower costs and higher revenue, profits and margins. By acting as a collaborative partner to provide VOC data to all other departments in the company, Customer Service is the pivotal creator of the new Social Enterprise.
Reward and delight customers with LiveOps
The contact center landscape is changing from traditional communication channels and private infrastructure management to cloud-based management. Since social media is now a major channel of communication, it is only fitting that the contact center, mobile and voice support all move together toward a cloud-based utilization model and enable businesses to become Social Enterprises. This is a new model for the new era of CRM or social CRM, where businesses are integrating PR/Marketing, Sales, Service and back-office functions, making the whole company more effective, efficient and competitive. People who have used social media for customer service:
- Spend 21% more with companies who provide great service
- Tell 42 people about good customer service experiences (vs. 15 for general population)
- 83% of customers who tweeted a complaint loved it when companies responded
The only way many businesses will be able to do this quickly and cost effectively will be to consider a socially-enabled contact center in the cloud. in the cloud. If you hesitate, your competition may beat you to it."