The Importance of Being Social
You’ve undoubtedly heard the cliché “social media has turned the world of customer service upside-down” by now. The cliché has more than an element of truth to it: 82% of 18 – 29 year-olds today use a social network of some sort, and 86% of people have used social media for customer service purposes at least once. Take a look at the infographic below to see how Twitter, Facebook and other social media channels are changing the landscape of customer services.
Social media still has a long way to go before it becomes the customer service platform of choice, but is preferred by almost one-fifth (17%) of those aged 65+ and over a third (37%) of 18 – 24 year-olds. Customers also have higher expectations of customer service through social media than through traditional customer service platforms.
The numbers don’t lie, and businesses that don’t adapt to these changes will be missing out on a vital component of their customer care services. Indeed, not having a dedicated social media customer service platform may well cost businesses nowadays. There really aren’t many reasons not to have a proper social media customer service platform, especially with the number of tools available on the web.
There are a multitude of reasons as to why social media is becoming the first port of call for customer complaints. One of the major reasons is quite simply because many like to avoid call centres whenever possible. People don’t like waiting in queues, wasting time & money on a phone call, and listening to the same annoying music on loop over and over again.
This leads onto another reason why social media is fast becoming a major customer service platform: it puts power back into the customer’s hands. Companies have to keep an eye out over what’s said about them online, and they are often having to call their customers to solve problems rather than the other way round. This increased interactivity and the possibility of being able to talk to a person face-to-face over a Voice-Over Internet Protocol (VoIP) means a huge amount to customers.
Those who do customer service over social media well are likely to increase brand awareness as well as brand retention – a person who’s experienced good customer service will, on average, tell 42 others about it. This is known as “electronic word of mouth” – a concept that is becoming increasingly important in the world of customer services, and one which can have dramatic impacts upon your business.