Why your Social Channels are Important
It’s simple. Social gives speed, convenience and transparency. It enables you to provide in-channel resolution across multiple levels and is a powerful customer care tool for efficiently managing your customer’s queries and questions. Most importantly, it is a domain for personal 1-2-1 engagement which your brand needs to shine at if it is to lead the pack for stellar customer service. Infosys found that 59% of consumers are more likely to shop with a retail brand that offers a personalised customer experience and 78% of consumers indicated they would only engage with a brand that offers a personalised service. The stats speak for themselves. Mastering social customer service will position your brand ahead of the pack during the peak retail season which will only positively resonate with your customers.
“Brands that can respond within 2 hours have a higher propensity for consumers to spend more - for example, 20% more on food delivery.” Joe Rice, Twitter
Invest in infrastructure, like Conversocial which allows you to scale your social operations. This way, your agents won’t be overwhelmed by incoming volumes and are much more likely to deliver personal and meaningful responses. If you are struggling to scale volumes, welcome messages, clipboard answers and quick replies to acknowledge your customers query will give you a longer window in which to deal with the customer’s message.
The digital social sphere is constantly buzzing with tweets, Facebook messages and Instagram posts which increase in volume around peak as consumers try to seek the quickest, real-time pathway for resolution. Conversocial found that incoming volumes on Twitter can increase on average by 29% during this time. Effectively managing your social channels is key to your customer care ratings flying through the roof at peak and should be the first step for achieving customer service operations as your customers increasingly turn to social channels for help.
Social vs. Legacy
Consumers are beginning to realise that social gives a direct, if not more efficient service than a traditional legacy pathway. As a brand, you need to align your customer service operations with this shift and be able to efficiently manage your incoming social volumes to please your customers. The Institute of Customer Service reports that 25% of social users have actively chosen social media platforms to voice a complaint over the past 3 months. The correlation is clear. The digital transformation means consumers are already online, using social, mobile devices for everyday activities like shopping. In fact, sales made on smartphones in 2016 were up 47% year-on-year. The most effortless way to reach out to a brand therefore, will be through the device that is being browsed on - most commonly, a smartphone for instance. With one tweet from a mobile device, you as the consumer have reached out to a brand in the most convenient and cost-effective way as possible. All you have to do is sit back and wait for the brand to come back to you. In the age of the customer, the consumer wants an effortless and complete customer experience through a channel of their choice. As brand, it is up to you to meet this demand.
Don’t shy away!
Getting a great customer service rating doesn’t happen by being passive. Be proactive, just like Argos, to enhance the customer experience during the retail peak trading period. Successfully managed social channels will grow your positive brand awareness and image. Proactively utilising your social insight and reaching out to your customers, rather than sitting back and waiting for them to shout at you, will only have one effect - increase your positive brand sentiment and create brand advocacy. Ensure back-end operations are watertight and leave little room for customer service pitfalls. With platforms such as Conversocial, you have the ability to spot the problem as it builds. Resolution on social can present the opportunity to turn a customer around despite potential service shortcomings and complaints. During the peak period in particular, efficient monitoring and proactive engagement with customers can prevent a social disaster which can completely tarnish your brand.