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Latest 03 Dec 2018 | Thought Leadership

Introducing the 6th Definitive Guide to Customer Service in the Era of Social Messaging

Introducing the 6th edition of Conversocial’s Definitive Guide to Customer Service in the Era of Social Messaging. The all you need to know whitepaper packed with industry best-practices, practical advice and corporate know-how to best equip your brand in the digital age. Our “Definitive Guide to Social Messaging” is an industry renowned publication. From planning, through to execution and measurement, it will help your business develop digital care as a scalable and measurable operation. This guide aims to address questions from CXOs first learning about the emerging field to skilled customer service practitioners alike, mixing high-level strategy and market conditions with templates and tactics necessary to scale an operation.

This past year has been truly revolutionary for the customer service industry. We have waved goodbye to traditional channels like email and phone and fully embraced digital into the contact centre. Forward-thinking brands are more innovative than ever before and not afraid to embrace new technologies to keep in sync with radically shifting consumer preferences. At the forefront of this, social messaging has burst onto the scene and is leading the way for brand-consumer engagement. This, alongside the increasing use of intelligent automation to provide a more efficient service to both agent and consumer, has given a fresh face to the contact centre. Told you, it’s revolutionary.

 But what do all these changes actually mean? And what state will the customer care landscape look like as we move into 2019? It has already evolved drastically in one year alone, so what more is there to come?

Conversocial’s 6th Definitive Guide delves into the future of digital customer service amidst all these questions. With this in mind, it’s time to sit back and explore how digital customer care has grown up over the past year and will continue to do so over 2019 and beyond.

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Lean Into The Power of Social Messaging

 With the rise of private social messaging channels and increasing awareness that issues can be resolved faster through these channels, consumers are continuously choosing to use private over public. This dynamic shift in digital service will now require brands to support and promote customer care through private, social messaging channels - and rightly so.

 With 4 billion consumers already using social messaging apps, as a brand, you have to ask yourself what you as a business need to be able to manage these conversations, at scale. There’s no point burying your head in the sand when it comes to this trend. Already offering businesses a clear advantage, we expect social messaging’s functionality to continue getting better and better. It’s no surprise then that for most companies, social messaging channels have become a replacement for traditional customer care channels (particularly live chat and email).

Conversocial’s own data shows us that today, customer care teams are 10 times more likely to resolve customer inquiries via a private channel, like Facebook Messenger and Twitter DM, than they were two years prior. What’s more, the rate of growth of conversations using private channels has accelerated to 20 times that of conversations using public channels (i.e. 900% vs 45%). The stats speak for themselves. If your brand wants to succeed, now is the time to lean into the power of social messaging to reliably, effortlessly and seamlessly service customers.

This past year has been truly revolutionary for the customer service industry. We have waved goodbye to traditional channels like email and phone and fully embraced digital into the contact centre. Forward thinking brands are more innovative than ever before and not afraid to embrace new technologies to keep in sync with radically shifting consumer preferences.

Hyperscale Productivity: Harnessing the Power of Bots and AI

The era of the bot is upon us. We are now starting to see brands figure out how to use intelligent automation to add real value to customer interactions. Previously, in the customer service domain, it was much harder to automate full conversations. Think about it. There are just too many variables for what a customer could ask. But social messaging channels are different. Humans and automation can sit side by side in a way that’s never been possible before. Done right, the social messaging advantage for bot-augmented interactions has a clear and positive business impact:

  • Bots help brands drive a higher customer experience: Optimization for common inquiries results in quicker response times and faster time to resolution for customers.
  • Bots help brands drive a lower cost-to-serve: Bot-ready platforms that combine both bot and agent-assisted service result in fewer inquiries needing a human response.

 The combination of human agents and AI over messaging will transform the customer service industry over the next couple of years, enabling brands to deliver superior service with reduced costs. In 2019, we'll see this become the standard model. When building out a customer service team, don’t be afraid to explore alternatives beyond strictly human agents. By making use of AI advancements, your brand has an opportunity to really fortify its customer care offering and create a customer service team powerhouse.

For a brand to deliver an optimum customer experience, a collaboration between bot and agent is needed to ensure a sleek and successful handoff. When coupled together, this synergy brings the best of both worlds together automation and speed from bots alongside an authentic and empathetic tone of voice from human customer service operatives. It is no secret that intelligent automation and bot-augmented interactions will continue to have a strong business impact within the contact centre.

The future of your customer service team isn’t man vs machine; it’s man (or woman) powered by machine.

 The Rise of The Bullshit Proof Customer

It seems overwhelming, doesn’t it? All these advancements in digital customer service do mean a lot of change, but with Conversocial’s help, you can create a fool-proof strategy to help operationalize your social messaging customer service. Despite all these changes however, one defining characteristic has remained constant across the board; the modern, digitally-savvy customer demands convenience and expects an effortless service experience. They always have and always will. With new social messaging channels opening up for business (including Whatsapp and Apple Business Chat) and the rapid development of artificial intelligence, it’s becoming easier and easier to provide an effortless customer service experience without needing to just spend more money on agents. Consumers have changed now it’s time for customer service to catch up.

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2019 represents the year for improvement. Most brands already offer digital care pathways to their customers; this is the year that offering digital care pathways should mature and evolve to fully meet consumers’ expectations.
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So, there you have it. The roundup of this year’s highlights from our latest Definitive Guide (there is a lot more to the guide though)! 

Read our latest copy of The Definitive Guide to Customer Service in the Era of Social Messaging to help you overcome common, digital customer care challenges to become a paradigm of effortless, in-the-moment social messaging based customer service, at scale.

 

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