Today’s customers want their voices heard and problems resolved, quickly and without having to jump through hoops. Then they want to carry on with their lives and cast that issue from their to-do bandwidth, freeing up precious time and energy. As 2017 rolls in, here are 7 vital statistics to keep in mind as you consider integrating a social care team or making innovative changes to your existing social engagement profile.
Say goodbye to the concept of customer service needing to be over-the-top in order to be effective. It turns out that to drive truly loyalty-producing engagements, you simply need a platform that makes it simple for your customer. Reducing effort is the most important thing that your service strategy should accomplish. Using never-ending IVR systems? Ridiculously long response times? Does resolution require channel hopping and repetitive info inputs from your customers? If you answered yes to any of these, you might be solving your customer's problem, but you’re definitely not capturing their loyalty and future business.
For all the social dinosaurs out there, your aversion to the ‘customer-owned channels’ is becoming less and less acceptable. While this statistic specifically pertains to Twitter, we’re seeing significant customer care volume increases on greener social channels such as Facebook Messenger as well. For example, after launching Facebook Messenger for customer care last year, Sprint saw an increase of 31% in private messages in only 3 months time. As Twitter, Messenger, Instagram and others continue to roll out innovative engagement features, be prepared to be there waiting, because that’s where your customers will be.
Volumes on social aren’t the only reason you need to respond and resolve on social. Not only are the queries ending up on these channels, but dealing with them quickly and effectively can increase customer advocacy by 25%. A brand advocate is a sold-out brand evangelist, sharing their love for your company, their unabashed loyalty and general goodwill. You can win these hidden customer treasures on social, so what are you waiting for?
It’s becoming increasingly clear that investing in social customer care drives revenue. According to a previously conducted Twitter poll, airline customers would be willing to pay $2.33 more for the same or enhanced service if a social response is provided in 67 minutes or more. Even more incredible, customers would be willing to pay an astounding $19.83 more if a response is provided within just six minutes. Time is money, so start saving both by providing value quickly on social.
32% percent of those that we surveyed in our State of Social Customer Service Report found the phone to be the most frustrating way to engage customer service. With multiple brand options for consumers to choose from, don’t be surprised if customers abandon your company for your competitor because of poor customer service. Social customer care, and messaging channels in particular, are revolutionizing the customer experience, offering in-the-moment resolution with a human touch that has been lost in the script of the traditional call center.
By now it should be clear that customer service can no longer be relegated to the basement of your brand's focus. It must be front and center of your organization, alongside marketing, as a priority focus for customer interaction and retention. Customer service is a key differentiator for businesses and those who spend the time and money to integrate social into their repertoire will be handsomely rewarded with brand loyalty and increased revenue across generations.
Now that you're informed to better serve your customers this year, take a listen to our original Audiobook, "The Definitive Guide to Social, Mobile Customer Service." Conversocial team members will walk you through everything you need to know to serve this new breed of customer and their new expectations.