February 2, 2012
Launching into the realm of social customer service may seem like a daunting prospect, however, failing to take the leap may actually lead to even more frightening consequences.
A shocking statistic from a recent consumer survey commissioned by Conversocial, revealed that: “If confronted with unanswered customer complaints on a company’s social media site, 88.3% of respondents said they’d be either somewhat less likely or far less likely to buy from that brand”.
That same study found that: “78% of respondents believe that social media platforms would either soon entirely replace other means of customer service altogether or become the dominant way for consumers to communicate with corporations”.
Still not convinced that you need to consider your social service offering? Bain & Company may persuade you. They discovered that companies, who engage with their customers through social media, score an average 33 points higher NPS score than those who don’t.
So, now is the time to act. Particularly as the social customer service revolution is more or less still in its infancy. Sooner rather than later, all customers, not just the early adopters and digitally savvy, will begin to reject the original customer service channels and, in turn, the volume of social customer service queries will grow exponentially.
Customers will expect to be able to communicate with brands, both big and small, through social mediums and so the assimilation of social customer service into your existing multichannel offering becomes paramount. Take control of your customers’ social experience to improve brand sentiment tenfold.
A word of warning: ensure that your social customer service adoption is paced. Do not just dive in at the deep end without considering the technology, process and resourcing implications.
If you don’t want to pay the price for poor social customer service, we can offer you expert guidance and training, so give us a call.