We are living in the middle of a digital, social revolution. These words may not resonate as strongly inside of your being as they should, since this message has been trumpeted for years. Warning bells are awakening our society to embrace the rapid technological changes to our lives, while reminding us to savor the remnants of old school, human service and engagements that we may in fact be taking for granted.
As we’ve witnessed the internet meld every online store, checkout counter and storefront into one marketplace, it has never been more competitive or challenging for brands to get the necessary edge to “win”.
Social Retains Humanity
Commentators and armchair sociologists have given countless insights on the stunted socialization of Millennials who grew up in Social, as well as the negative effects of too much screen time for the rest of us. But, social channels, when used as engagement platforms and not merely publishing portals, are just another way for human-to-human, and human-to-brand contact.
Where the nuances of human engagement may be void, technology on social has found ways to capture a sort of digital body language and tone enhancement to create a more robust experience on social channels. With platforms such as WhatsApp, Messenger and iMessage supporting photo/video sharing, audio notes and even the drawing, heartbeat features on iOS 10, a more palpable human experience is being delivered, particularly on private, social messaging channels.
This humanity is one of the main features that brands can use to individuate themselves in a one marketplace world. When things go wrong, as they always do, social channels are what your Millennial customers (and Millennial-minded customers) trust to find human engagements and actionable conversations.
3 New Trends in Social Customer Service
In August of this year, Conversocial conducted a survey to understand Social, Mobile customer trends to investigate if brands are really connecting with their consumers on the channels they love. Here are the top five takeaways that you need to understand about this newly evolved, empowered social customer.
1. The Rise of Social Service Privatization
Sharing that Facebook Messenger is a channel customers love isn’t shocking - considering this private channel has surpassed the one billion user threshold after only five years in existence. However, despite the growing list of service-oriented features being steadily rolled out by this Social giant, some brands are still hesitant to adopt this preferred channel for Social Customer Service.
3 out of 5 consumers under 65 (not 35) prefer you connect with them through channels like Facebook Messenger. - Conversocial Report: The State of Social Customer Service
Social’s unique value props are efficiency and humanity, and Messenger has both in spades. An entire customer relationship can be managed now on Messenger as well as bot integration for automation of the high volume, repetitive queries needing an extra helping of efficiency and requiring less agent attention.
2. Your VIP Customers are #SocialFirst™
You may automatically assume that only Millennial customers prefer Social Channels to resolve their service issues. Considering that this segment of the population is just dipping their toes into the workforce, the image of a #SocialFirst customer base may not summon a very high value segment. However, that is simply not true.
There is a positive correlation between income and preference to use Social Customer Service.
Customers earning more than$150K per year, undeniably prefer Social Customer Service.
3. Brands Need to Step Up Their Social Game
Unfortunately, not all brands are available for their customers on Social channels. And customers who depend on these channels to connect with their favorite brands find themselves disappointed by digital dial tone when reaching out for service on social.
In our study, we found that 30% of the respondents who use Social Customer Care say that issue never got a response or resolution; 30% say it took more than thirty minutes. Thirty minutes is an eternity for customers reaching out in crisis mode. The rule is no longer fail me once, shame on you...it’s fail me once, goodbye! In fact, 62% of consumers have stopped doing business with a brand or organization due to one poor customer service experience. (2015 Global State of Multichannel Customer Service Report) Ouch.
But there’s more…
In our latest report: The State of Social Customer Service, we gained many more insights about this new breed of social, mobile consumer, what they prefer and what is still frustrating. To learn more about the latest trends in Social Customer Service, download our report now.