Since Conversocial launched four years ago, we’ve seen a fundamental shift in how customers communicate with brands, and in response, a change in how companies need to be delivering customer service. Today, our biggest clients have dozens - sometimes hundreds - of social agents, with even the smallest teams having multiple people working around the clock to deliver faster and better customer service over social media.
The terms “customer engagement” and “social media engagement” have been hackneyed by software vendors, thought-leaders and consultants over the past five years to the degree that it’s become confusing for those evaluating software to understand who provides what.
Once defined by most as simply likes, retweets and shares, the meaning of social media engagement has split into two directions: outbound, marketing social media engagement and inbound, social customer service engagement.
The retail industry benefits from having an engaged and socially savvy customer base—one that actively engages with companies over social platforms. However all too often these consumers are met with deafening silence. This is even more common within the luxury retail market, where engaging with your customers can often be seen to have a detrimental effect on the exclusivity and mystique that surrounds a brand. The proliferation of online commerce is one major cause of this, in which the distance between luxury items and shoppers has narrowed.
Today Conversocial announced Instagram as the latest social channel to be integrated into its platform. The integration demonstrates the importance for brands to not only engage with consumers over the platform through sharing content, but also respond to any comments or questions posted by consumers.
Yesterday, Conversocial CEO and Founder Joshua March once again appeared on Fox Business, this time to discuss the social customer service and its impact.
March asserted that social customer service is only becoming ever more business critical, with social media responsible for 10% of customer service issues alone for some of Conversocial's major clients. Joshua also went into further detail on company uptake of social customer service, stating;
A successful brand on social media is one that is authentic, judges each situation on its own merit and responds with empathy and genuine interest in the customer’s issue.
However in practice, it can be hard to disassociate social customer care from traditional marketing messages. And with social media becoming an ever more frequently used customer service channel it is imperative to distinguish between marketing and service messages. Bland one-way communication no longer cuts it.
The travel industry is unique when it comes to social customer service, with research indicating that 56% passengers are more likely to complain about their experience via social media than any other industry. This presents both advantages and disadvantages for travel companies. One key advantage being the ability to listen to your customers, engaging with them through a channel of their choosing. The key disadvantage being that potential crises are amplified, resulting in what may have been a manageable situation becoming a potential PR disaster.
I'm excited to announce that Kristin Shevis, formerly of Hearsay Social, has joined the Conversocial team as VP North America.
After a background in enterprise software, Kristin helped build the enterprise sales team at Google, initially launching EMEA enterprise sales and rose to become Director Northeast Enterprise. Most recently, she served as Hearsay Social's VP of Sales and Social Business, joining as a founding member of the executive team and (over the past 3 years), has focused on scaling the business to be the leading social business platform for the financial services industry.
As I am sure you were aware, last month was the 5th Annual celebration of Mashable’s Social Media Day. Not wanting to miss out on the fun here at Conversocial, we decided to get involved and in true social media style asked our social community to submit a #Converselfie.
Said to be first coined in Australia in 2002, the selfie has become a social media phenomenon with millions of selfies being uploaded daily across social networks and the term was named Oxford Dictionary's word of 2013.