Ah, what a year! As I prepared to write this year’s predictions, I looked back to my 2014 Predictions for Social Customer Support. I can say that from my own experience and in speaking with colleagues it seems that my predictions were accurate. Measurement is getting more precise and KPIs (Key Performance Indicators) are becoming easier to find. Many more customers are looking to social media before attempting to use more traditional contact methods. Companies are striving to respond faster, and when they can’t, customers are voicing their dissatisfaction. This has driven more volume, and additional staffing is required to keep up with this volume. Integration of data is easier to achieve, though still potentially costly.
As 2014 went along, I noticed something that you may have noticed as well: a distinct lack of new material being published about customer support on social media. From 2010 through 2013 there were articles and infographs and videos everywhere touting the importance of providing customer service in the social media space. Everyone was looking for the ROI, selling the ROI, selling tools, and convincing firms to join the movement quickly. Then, content seemed to decelerate in 2013, and slowed to a trickle in 2014. This led me to wonder, has the shine worn off of social media customer support? We had plenty of information explaining the benefit, urging action, and even providing some information on initial setup of a social customer care team. But the next wave of data, including early metrics and findings, was absent. Then I realized that the companies that started social customer support teams were busy learning and scaling and trying to understand the new data they were receiving.
So then, what now? What can we expect to come in 2015? Well, we know from other predictive data that companies will continue to add more funds to digital advertising budgets. We also know that customer experience is still top of mind for businesses, and they are using that data to inform internal product and process information, customer desire, and any opportunity to gain advantage in the marketplace. And there has been no visible slowdown in the number of requests for assistance coming through social media channels, or shortage of new platforms online where two-way communication is possible. Knowing that, here’s what I see coming our way in 2015.
5 Social Customer Support Predictions for 2015
- Specific Metrics – Companies will learn from the data collected over the past few years and be able clearly glean traditional call center metrics like cost per transaction, response time, and handle time.
- Large Scale Buy In (or Out) – Concrete facts in the form of traditional call center metrics may reveal a hard ROI based on costs to deliver social service, calls avoided at call centers, and the like.
- Social Selling – This has been a touchy subject in the social customer support space, with most deciding that selling has no place in social media. But we may be ready to start offering suggestions for products and services where customers would truly benefit.
- Staffing Trials – There has been discussion in the industry around whether it’s time to call social “figured out” and put it into general call center population, where reps can be added or removed from social media as volume occurs. This would make the companies that create listening and engagement tools who charge per seat very happy. It could also answer questions about staffing challenges and overhead costs. The risks can be high though, as less specialized front line reps are given access to represent the company on a very public stage. Companies may also find that when call volume spikes, social media volume spikes at the same time. This would limit the benefit gained from all that additional tool licensing and training expense.
- Change – Yes, that’s right friends. The data we have been feeding to the C Level and other departments is powerful and has been getting noticed, if you’re doing it right. Companies will be making faster, customer-directed change to improve products and services. This should help improve customer experience and reduce customer efforts. And that, my friends, is what it’s all about in my book.
There you have it. I hope to see more of those infographs and articles that share specific insights on how social media customer support has really made a difference because consumers finally have a way to voice their opinions. But social customer support may not get the glory for these changes. For one thing, it’s not the only vehicle providing this feedback in many organizations. Customers are filling out online surveys and paper comment cards and those are working as well. For another, social media is really just a big magnifying glass that shows all the flaws a company has in product, service, policy and process, and provides opportunity for improvement. But if you have a front row seat like I do, you can have a great view of the change that social can bring about. That’s exciting stuff.