Social is scaling.
Your customers are increasingly armed with mobile devices: they are talking to and about your brand as they are experiencing it, from all channels, at all times. The social, mobile customer has higher expectations of your brand, and the power of voice and choice.
Customers asked brands nearly 22 million questions on Facebook and Twitter in 2015. On Twitter alone, customer service conversations have grown 2.5x over the last two years. Although Social has rapidly become a preferred service channel, for many companies it represents a small percentage of all the digital conversations in the contact center.
As Social grew in popularity, the other channels have lost a little humanity along the way. Long response times, automated replies, rigid scripts and high customer effort have driven customers to reject these experiences in favor of social. Recognizing the highly emotional, unfiltered and in-the-moment nature of social, this channel must be approached differently - with a bit more care, innovation and delight.