What Should I Do if I Miss a Tweet?

Missed a tweet? Late is better than never. www.sociallysupportive.com

Missed a tweet? Late is better than never.
www.sociallysupportive.com

You’re a community manager. Or a small business owner. Or a social media director writing process for a large team. You’ve set out a target to respond to your customers on social media within a set amount of time. Maybe it’s 30 minutes. Or, if you’re really on your game, maybe it’s even sooner. However, as you go back and check, there are some posts from several hours ago that somehow got missed. Or worse… what if the posts are from yesterday… or a few days ago!

I’ve got you covered, so you can breathe easy. Whenever you realize that you’ve missed the tweet, or the post or whatever, respond right then. Here are some things social science teaches us. (I’ll skip the nerdy parts that I love and just give you the answers, because not everyone here wants to know all about social science. You just want the answer, right!)

Why You Should Respond to Every Tweet/Post, Even If You’re Really Late.

  • Social Should Be Real. First, know that social media got it’s start as a platform where people are real. Pictures are more popular when they’re not perfect. Live streaming video is more interesting when real people are on the subway or at home with their dog and no makeup on and just act like themselves. Horns honk outside. People get interrupted by airport announcements. This is what is attractive to the folks who use social media. The “real” of the digital space. Go ahead and admit your mistake, if you made one (like being late responding.)
  • Liking is Important. Second, people vote for people they like. And people like people they know and feel they can trust. Admitting mistakes rather than covering them up, when accompanied by an apology, causes people to feel that they can trust you. And when you show your flaws a bit, you are being honest, so people feel they know you a bit better.
  • Give a Reason. Third, when you accompany an answer with a reason, people are more apt to relax and forgive you. Why? Because when someone feels slighted, it’s a natural reaction to feel that you are doing something to them directly. Ever have someone bump into you in a crowded party and spill your drink? Is your first flash of a thought “hey, why are you bumping me!” When the man who bumped you replies “I’m sorry, I didn’t see you standing there,” this changes your focus and helps to reframe the event from his perspective, where you see that it was an accident and not an undue attack. Tell them the post slipped through the cracks, or that a large volume of posts caused you to miss one.

Research in the customer service space indicates that when customers have a service issue that the company then corrects, customer loyalty increases even higher than before the issue occurred. One reason for this is because the customer has had an opportunity to experience how the company responds, and if they do so with empathy and a satisfactory resolution, customers now feel they know the brand and can trust the brand to do the right thing. Prior to the episode, they did not know the brand on that level. But once you’ve been through something together, you are bonded.

Now, it is possible that if you miss a tweet from a customer from last month and you go back to reply, you’re going to get a less-than-glowing response. And, that’s to be expected. But there is an opportunity for you to take that customer from having very negative feelings about your brand, to becoming indifferent about your brand. And it’s easier to move someone from indifferent to fan than it is to get them from very negative to fan. Also, it’s unreasonable to think you can go back to catch every tweet or post you’ve ever missed. And that’s ok, don’t worry about those. But when you have the capacity, and you’re unsure whether you should reach out or not… Reach out. Answering late is far better than not answering at all.

How Can Online Customer Care Feel Personal?

How Can Online Customer Care Feel Personal? www.sociallysupportive.com

How Can Online Customer Care Feel Personal?
www.sociallysupportive.com

We know from recent customer surveys that a resounding theme exists in responses from consumers who want to do business with companies that care about them. “Don’t treat me like just a number,” they write. Or, “I want to feel like somebody at that company cares about me.”

We also hear that digital interactions such as chat, social media and texting are cheaper and that customers actually want to engage with brands through these avenues. But, how do you deliver an interaction that feels personal without delivering a warm and empathetic human voice on the other end?

Good question. We know that eye contact, warm smiles and an open-armed stance show people in person that we are open to what they have to say and willing to work with them. In a call center environment the visual clues are missing from the conversation, so we teach agents how to enhance verbal connection by ensuring they wait to speak until the customer has finished, being very polite and repeating what they understood the customer’s need to be. We also encourage them to smile while talking, because believe it or not, customers can “hear” a smile (it’s really true, if you didn’t know. Technically, the tone of your voice can change a bit, you can form your words differently because of the shape of your mouth, etc.).

So…then what happens online? What should we be teaching our chat agents and our social agents to ensure that these online interactions feel personal? You can’t see or hear the consumer, there are just these words on the page with few context clues to draw from.

Here are some high-level concepts to share with your reps to ensure they are providing online service that will feel warm, memorable and inviting.

5 Steps to Personal Online Customer Support

  • Research: Before an agent ever interacts with a customer online, I recommend that you provide them with data around who your customer is, generally speaking. Usually upon hire, an orientation is given that explains the services your company offers and to whom those services are provided. For example, let’s say you are a computer parts retailer. You provide online chat for your customers in case they have questions about computer parts. your internal market research indicates that your customers are primarily from the U.S. and 60% male between the ages of 21 and 50. Because you are a retailer and not a wholesaler, you know that most of your customers are end user hobbyists and not businesses using your parts to resell to others. Providing this information to your agents before they ever engage with a customer is a great idea, because it helps them understand who they are talking to. They can guess that these customers would be interested in the much talked about latest software release, new advances in processing speed, etc. If your social media team were being trained rather than your chat team, perhaps you can research your Facebook insights in Business Manager to understand additional information about the customer.
  • Prepare: Once the agent is out of training and on the floor, it’s a good idea to be ready when that interaction comes. Online transactions have a bit of an advantage over phone calls in that some sort of data is usually passed to the agent before the customer is “live” with them. Perhaps your phone reps get a customer account delivered to their computer screen with the initial call, but you’re live at that point with the customer and quickly scanning to see what’s happening. In the online chat space, typically the customer has stated their inquiry in a pre-chat survey and is in queue waiting on an agent. Train your reps to take the time to fully read and understand the customer’s inquiry before they engage the customer. For social media, because initial response time expectations are a bit longer than on chat, you can take this a step further and see how far you can get resolving a customer’s issue before you ever reach out to them. Yes, your initial response time is possibly longer; however when you reach out to the customer, it feels as if the agent is engaged, prepared, and knowledgeable about the customer’s inquiry.
  • Listen: Ok, in the digital space it’s probably more accurate to use the word “read.” Have the agent read all of the words the customer has written to ensure that no assumptions are made. This is an easy place for online interactions to go from being helpful and satisfying customer issues, to being a huge waste of time for the customer. Thoroughly reading and understanding what the customer’s issue is avoids the agent taking time to solve for what they thought the customer needed help with, rather than what the customer actually wanted assistance with.
  • Ask: A colleague of mine once shared that he would ask three questions of a person before providing a single answer. This was to ensure that he fully understood the question before providing an answer. Brilliant, right? Let the agents know that it is a good idea to ask as many questions as necessary to ensure the answer they’re about to provide is truly the answer the customer requires. This pairs directly with “Listen” above. Skipping this step, in my experience, is the primary cause for customers feeling that only very simple transactions can be conducted online, and that for “tough questions” they need to call in. When executed properly, this step ensures that very complex troubleshooting can be conducted in online channels.
  • Share: Let’s not forget this one. The agent should share with the customer what should be done and why before getting started. Now, by “why,” I don’t mean that we should burden the customer with all the technical specifications that allow that agent to do the task. That’s wasted handle time and, quite frankly, the customer is not going to perform the transaction so we can skip all that and save everyone time. What is helpful is that after all the listening and asking of questions, we share the diagnosis with the customer. This is important because it’s possible that the agent has made an incorrect diagnosis. Sharing the high-level plan with the customer and asking if they are ready to correct the problem can prompt the customer to share additional details they hadn’t known were relevant before. This extra information could completely change the diagnosis, and might send the fix into a different direction. This step of sharing can again save precious time for the agent and the customer.

There you have it. Five Steps to Personal Online Support. What.. what’s that? Oh, right. Those steps above seem to be outlining how to have efficient and effective troubleshooting with a customer online. So, how is that personal, is that your question? Let me explain.

The reason customers report feeling disconnected during online interactions is because the agent isn’t listening to them, doesn’t share information, or doesn’t explain what they’re doing. Chat and social media interactions seem challenging to customers because there isn’t an ability to say enough words to get the agent to understand what the real issue is. The agent is trying to finish the transaction expediently since it’s an online channel, and this can cause a rush to figure out the customer issue. This rushing causes incorrect diagnosis, which, then, leads the agent to perhaps solve the wrong problem or be ineffective at solving the right problem. The customer feels like the agent doesn’t care because the agent isn’t sharing any information and doesn’t understand what they’re trying to convey. (phew, did you get all that?) Time and time again, reviewing thousands of online interactions over the years, this is what we see.

What does  feel like caring, personal interaction to people is, of course, saying hi, how are you, how is your day going, etc. And agents are already doing this. But what really, truly feels like caring is when people listen and people help. We’ll of course assume that your agents want to help and wish they had time to listen. By providing them with these steps above and the assurance that it’s ok to take their time to ask some questions, I believe your agents will thrive and your NPS scores will improve.

Have a look at your chat or text transcripts, or review your social media interactions. If you find this to be relevant to your situation, but are concerned about an increase in handle time,  I recommend you try a pilot with just a few agents. The handle time impacts will then be contained, and you can compare the results of the pilot group against those in regular population. Happy trials!

Why Provide Social Customer Care?

Why Offer Social Customer Care? www.sociallysupportive.com

Why Provide Social Customer Care? www.sociallysupportive.com

Businesses today more than ever are all about running as lean as possible. The digital space makes it easy for competition to pop up everywhere, and may times that means a race to be the lowest-priced option if all else is equal. So, it makes sense that leaders want to be sure something is necessary before spending limited budgets to begin a new project.

Social media customer care is no exception. Sure, you hear that competition is providing it, but where would you even start? That sounds expensive, and, well… it sounds hard. What are people even getting out of that? And why would you want to spend money to air your dirty laundry?

These are very valid questions, and the savvy executive will do good to ask themselves these questions. They deserved to be answered. So, here are a few answers to them.

Three Reasons (and a bonus) to provide social customer support

  • Customers Expect It. Even if you do not personally have a Twitter or Facebook account, that’s ok. Go to these sites and search for your biggest competitor. Is he there? If he is, then he has access to millions of eyeballs at a time when you do not. True, you might be advertising in another way or at another time. But think of it this way. If there was a cocktail party where plenty of customers with money were casually mingling, and businesses like yours could go and chat it up with those paying customers, you’d want to go, right? Now imagine that your biggest competitors are all there too. Did you just get that feeling in the pit of your stomach that you are missing a huge opportunity? Well, that’s healthy, because you are. What if none of your competitors are there? Well, if you show up, and they do not… who has the advantage now?
  • Lifestyles Demand It. I recently heard Richelle Carrol, Director of Social Servicing for USAA, discuss social media customer care on a podcast (Focus on Customer Service, hosted by Dan Gingiss and Dan Moriarty. Great show, highly recommend it.). If you’re not familiar with USAA, they are a financial services company specifically for military members and their families. USAA also happens to be known for brilliant customer service with sky-high NPS scores, right up there with the likes of Apple and Chick-fil-A. Anyway, Richelle recalled one interaction where a deployed soldier was chatting in with USAA to complete a transaction while being fired upon. Fired upon! She pointed out that might have been the only five minutes he had that day to take care of his life event. Now, not all transactions are that serious, for sure. But gone are the days when most wives were at home all day and could call the electric company between the hours of 8am and 5pm. Today, people are on the train, commuting to work. They’re waiting at the airport to catch the next flight. These times are not always convenient for speaking on the telephone; however they are perfect times to type your message from your smart phone to your service or goods provider.
  • Brand Differentiator. Speaking of that train ride, or waiting in the terminal. If I’m your customer, and I attempt to solve my issue while I’m waiting on my flight, then realize you’re not there, how am I probably feeling? Frustrated. Why can’t I chat or tweet or get you on messenger to solve my problem? Then, perhaps I’m curious. Is there another brand I could be working with that might offer this feature? Because I’m here to tell you that in my mind, as a consumer, that’s how I see social customer care… as an added feature. It also shows me that you care about me as a customer. About my time. And it says that you’re listening. Talk about differentiating yourself from the pack.
  • Bonus… It can be cheaper. Woah, wait… what’d she say? Yep. Said it. Say it again. It can be cheaper. Social media customer support has only really been a thing for less than a decade. The tools we have been using in the past to offer support have been borrowed from the marketing team, and really not set up to give us call center-type metrics. But in recent years, tools like Conversocial, Sprinkl’r, Engagor and Spark Central have come a long way in providing really detailed metrics. Some large companies are reporting average costs of $3 – $4 per social media interaction. And that’s for fairly complicated transactions. So, not sure how much your phone calls are costing you, but if it’s more than that, this might be cheaper. Plus, when you take the public nature of these transactions into account, you might save yourself interactions (What? What’s she talking about?) It works like this. Say you’ve released a new widget, and it has this new cool feature that everyone was so excited about so they ran out and bought the widget. Awesome. But, turns out the “on” switch for this feature isn’t quite as intuitive as the product team thought. Here come the tweets with questions. If you answer Sally’s question, and Bob’s, and Nancy’s, publicly on Twitter, other people can see both the question and the answer. Some people will just go to Twitter and search in the search bar to find the answer. And those people will see your answer to Sally, and Bob, and Nancy, and then they don’t have to tweet to you. So, you just saved yourself some interactions.

These are only three reasons and a possible bonus for providing social support. There are many, many others. Hopefully this gets you started as you think about getting into social customer care. Can you think of additional benefits specific to your company?

2015 Predictions for Social Customer Support

2015 Predictions for Social Customer Support. Image by Pixabay. www.sociallysupportive.com

2015 Predictions for Social Customer Support. Image by Pixabay. www.sociallysupportive.com

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.

Patience Pays in Social Customer Support

40+216 Faces
bark / Foter / CC BY

When a customer is upset, and needs something, expects something, is angry about something, it can be stressful. Sometimes the fiery words you are reading can cause your own anxiety level to increase. the  can also cause an urge to act quickly to squash the negative energy coming at you. This urge for quick reply is natural, but can be counterproductive.

With agitated customers, sometimes the best thing to say is… nothing. Wait. Be patient, and listen. This can be done in person, over the phone, or electronically. Allow the customer to vent and say all of the things they need to say before you respond at all. On longer form platforms like forums and Facebook this is pretty easy. The customer is typically done venting by the time the post is published. However on Twitter,  you can’t be so sure. Give it a minute to see if another post pops in. Responding too quickly there can seem like an interruption. On the phone or in person, I recommend just… being silent. Active listening sometimes suggests head nodding and little sounds that indicate you are indeed paying attention. I find that when customers are really angry, pure silence provides room for them to really get it all out. Whether we are the true cause of the angry outburst or not, it really is a nice gift to another person to just allow them room to vent and be unhappy. Another positive side effect of listening to the customer’s full monologue before offering assistance is that you get a complete picture of what the actual root cause is.  A customer may begin discussing one single issue that causes frustration, but then lead into several other events and before you know it, you’ve arrived at the bigger issue.

So next time a customer pops open a giant can of “What-for” on you, resist the urge to start apologizing and fixing right away. Try as hard as you can to just let them vent, and vent, and vent until it’s all out. Being a customer myself, I can admit (though it is a bit embarrassing) that I’ve been that customer that vented before. What’s interesting is I usually wound up apologizing to and thanking the people that allowed me to vent. You might have the same thing happen to you.

Accept Responsibility in Customer Support

Blue Angels at Rochester International Air Show. July 16, 2011. Photo by Ken Mist. http://www.flickr.com/photos/37996606796@N01/5946455173/

Blue Angels at Rochester International Air Show. July 16, 2011. Photo by Ken Mist.
http://www.flickr.com/photos/37996606796@N01/5946455173/

Picture this. You’re at a dinner party. Interesting people are there, the food is good, the drinks are good, and the conversation is going well. As a matter of fact, smart people are looking at you intently as you speak, seemingly hanging on your every word as you tell this really clever story. When you excuse yourself to get another drink, one of your business partners tells you you have spinach in your teeth. UUGGGHHH! How long has it been there? You had interesting things to say! You were witty, and clever, and had the best intentions, and… oh man, that crowd won’t remember any of that. They’re only going to remember that chick with the spinach in her teeth.

So, that happened to me yesterday. Well, kind of. See, I have all these lofty customer care aspirations. I want all customers to know that, even if we mess something up, we are complete professionals and will work tirelessly and put in that extra effort to ensure that our customers receive the best service possible. It will be real, and it will be honest. I have this amazing team working with me. I wonder sometimes if I could do what they do as well as they do, day in and day out, and honestly I’m not sure. I just remember to tell them every time I talk to them how great they are. But, even the best of us are just going to make mistakes. And we did. Our mistake? We told an upset customer that corporate (aka “They“) set the policies. ugggghhh. Spinach in teeth. Big time.

Some of you might be wondering why I’m all worried about this small thing. Well, it’s not really a small thing. And I’ll tell you why. The customer doesn’t know They. The customer only knows You, and You are the brand to the customer. Your voice, your image, your words in print, whatever. The infamous They doesn’t exist. It doesn’t matter if You, awesome customer service rep, knows that someone in supply chain messed this up, or someone over in accounting, or whatever. The customer does not need to see (nor does the customer want to see, quite frankly) the company’s dirty laundry. Know what they want? A real person to take ownership and answer them. Know what the answer is? The answer is always WE. WE here at (X company) made a mistake. Or, WE here at (X company) stand by our policy, and here’s why. It is not our intention to cause grief, but we do stand by it.

Let me be clear that my team is awesome. Your team is probably awesome too. Anybody at any time can make this mistake. It’s common. As a person on the planet, it feels unnatural to take responsibility for something that we did not personally do. But if you think back to the last time you heard “it’s not my fault,” “I can’t help you,” “It’s a corporate policy over which I have no control,” or “I agree with you, I think the policy is dumb, but nothing can be done,” think about the way you felt when you heard it. Did you have faith in the company? Did you feel like the person with whom you were speaking was useful to you? I’m pretty blunt about customer experiences, and I’ll tell you the last time that happened to me (see Update: Chase Ambushes My Twitter IPO Trade with Poor Customer Service). You can tell that to this day I’m still thinking about how little faith I have in that company, and still make a point to tell at least 5 people a week all about it.

So, how does the WE factor in for me? That one team member didn’t make the mistake. WE did. I did. I own that and am 100% responsible for it. Nobody’s throwing anybody under the bus. As far as I’m concerned, Frankie did it. And we will practice together and get better. We’re in it together, and I’m proud of that.

As a takeaway,  I recommend we all make a point of reminding our teams to take ownership and be a WE with our companies. If the policies should change, by all means, change them. But we can do the customer (and ourselves) a favor by resisting the urge to separate ourselves from the company. You can also check out People Love You by Jeb Blount. I just finished it, and I think it’s a great resource on WE and many other customer service tips for both B2B and B2C.

Infograph: HubShout’s “Social Media & Customer Service”

I wanted to share this infograph that HubShout recently published titled “Social Media & Customer Service.” There are some stats in here I don’t see as often, such as the number of people who think brands should keep the same social hours on weekends, and how many customers call companies when they do not reach resolution via social channels. And, this infograph shows that the percentage of brands responding to social media inquiries more than doubled from 2012 to 2013! Enjoy.

The Impact of Social Media on Customer Service

Explore more infographics like this one on the web’s largest information design community – Visually.

Infograph: Customer Service Is Everything

This infograph by ClickSoftware provides some surprising statistics about customer service and satisfaction from around the world.

Infograph: ExactTarget’s Five Types of Social Media “Complainers”

So, I don’t like the term “complainer” when we talk about customers seeking support on social media. Why? Because sometimes I am a customer seeking support on social media. We all are. And I’m not complaining, I’m looking for assistance. I’ve purchased or signed up for your product or service, and I have some expectations. If those expectations aren’t met, I’ll want to discuss that with you. So, I don’t agree with that label. I do, however, like the information in this infograph. I agree that customers have different backgrounds and experiences and there is no cookie-cutter response that will work for everyone. These types of customers want to be treated in unique ways, and if you miss those signs, you might lose that customer. So, try to disassociate me with the “complainer” label, as I do not approve. I also only recommend taking conversations offline when they become useless or annoying to the greater audience, or when sensitive account information is involved.  Otherwise, much of this is good data.

How to Deal with Complainers on Social Media [INFOGRAPHIC] - ExactTarget Infographic

Embedded from ExactTarget

2014 Predictions for Social Customer Support

Crystal Ball

Crystal Ball (Photo credit: justin_a_glass)

Wow, is it time for predictions already? Things move fast in social, and to me it seems the whole year has flown by.

Marketers are predicting that more money will be spent on social media next year because of its attractive price tag and its ability to reach consumers where they are. There is also chatter about whether Google+ will gain traction this year, and questions around how Snapchat will factor in.

Regardless of the platform, it seems that the concepts of social listening and customer support are here to stay. The changing venues of this listening may create some challenges in the customer support department as we scramble to get the feed from the latest new location. Thankfully,  monitoring tools have made tremendous advances and many are able to add sites very quickly to get the data needed. 

5 Social Customer Support Predictions for 2014

  • Measurement – Listening and engagement tools are not only developing rapidly, but specializing as well. This should enable us to move away from soft metrics on social care and get insight to some really neat things, like cost per transaction, handle time, and the like.
  • First Stop: Social Media – Historically, many customers reached out on social media out of frustration with traditional channels, and as a last resort. As social care proves to be a handy option, I think we might see some customers head straight for social media.
  • Push for Faster Response Times – Customers want responses right now. Engagement tools are increasingly able to help us respond more quickly. Seems we may see a trend toward decreasing response times.
  • More Volume, Staffing Increase – As our friends in marketing spend more ad dollars on social (as their 2014 predictions say), and customers come to us first expecting faster response times (boy I’m starting to feel like that song, “On the first day of Christmas” where the list gets longer and longer), we’ll probably need more staff to support that. Take those good operational metrics with you when you ask for that headcount; you’ll probably need them!
  • Integration – Now that social care is established and collecting customer feedback, expect that feedback to be integrated into other departments.

So, what about this concept that if everyone is complaining, it should start to matter less as our senses dull? I do agree that with so many customers sharing their brand experiences it may be more challenging for stories to go viral; however I don’t think that provides any safety to companies. It seems that the general impression your brand makes on consumers as a whole may rise above the din of countless individual stories to leave a lasting impression. We saw this with the cancelled Chase Bank #AskJPM Twitter Q&A. Though you may not have read every comment, the overall sentiment was pretty clear.

I’m excited to see what 2014 holds for social customer support. We have the opportunity to be personal at scale, and then understand what our customers are telling us to better serve their needs.