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.
KISSmetrics recently published this insightful infograph with useful data gathered from consumers nationwide. Click the image to enlarge.
As an update, I think I lost. Or we both did. It certainly feels that way, because we’re breaking up. The goal here was really to have Chase correct a process that appeared broken. You heard the first part of the story in my last blog post, Chase Ambushes My Twitter IPO Trade with Poor Customer Service. Here’s what happened next.
That same night I complied with the bank’s instructions and, after the kids went to bed, I got online and requested the wire transfer again. I received another lovely confirmation number. I then wrote an email to Jamie Dimon, CEO of JP Morgan Chase and it read:
Jaime,Today I had a poor experience with a risk policy Chase has in place. While the branch staff was understanding and the Twitter support staff responded quickly, I thought I’d let you know this experience is prompting me to take my business elsewhere after more than 10 years as a customer. I’m attaching the blog post I wrote to document the event. wp.me/p3jcDY-92Take care
- Chase Ambushes my Twitter IPO Trade with Poor Customer Service (sociallysupportive.com)
Leora Grace posted this great infograph on customer expectations I thought I would share with you. I really like the case study that illustrates how a customer can still feel he was made whole though the problem cannot be fully solved.
Infograph by CallCentre.co.uk
What I’m about to write is not a new concept, but I’m hopeful it will help us regain enthusiasm. When the idea of providing customer care through social media came about, the air was filled with the excitement of possible uses. One of those uses is as a retention vehicle.
Keeping customers, as we’ve discussed before, is much less expensive than attracting new ones. If you have a marketing department, I bet they have lots of research to share with you on the subject. So how do you keep customers from leaving? What if you could get early warning that they’re thinking of leaving, and save them right before that happens? Well, in days past, companies weren’t necessarily privy to those conversations. But fast forward to this wonderful “sharing” age of social media, and you can listen in on plenty of public conversations happening about your brand. What do people like? What makes them mad? Who’s thinking of leaving?
Wow, we can hear when people are thinking of leaving? Yes, we can. And what should we do with that information? Well, I think we ought to dive right in and understand what’s not working for our customer, and get to a place where it’s working. Really, really quickly. That makes sense, right? So the last post I wrote, “Connections Into Social Customer Support,” would apply here as well. That quick connection into your retention department (whether your retention department is thousands of people strong, or just Suzie, from down the hall, towing the line on her own) matters not. What matters is making sure that when your customer says he’s had one or more experience that makes them want to leave, someone with the authority to make that customer better reaches out to provide assistance.
This may seem like we’re training customers to come to social media and complain. And maybe more will. But those may be the people that were just going to leave without saying goodbye. Demonstrating your willingness to assist customers in a public environment sends a strong message to all watching that when customers express frustration, your company reaches out to acknowledge the customer concern and attempts to make things right.
Here’s the thing. I do believe in treating social customer support as an escalation path. I know, there are many people that gasp and say we’re training customers to do the wrong thing. People say we are teaching customers to contact us through public social channels first because they will be satisfied more quickly there. And they say that this is bad, because people will flock to the channel for special attention. But I disagree. Under one condition.
I think the social customer support department has to have a direct line into all departments that can make things happen. Yep. That’s what I said. That’s tricky, and it requires a certain corporate culture.
If you can take a social inquiry and get it to the front of the line where it can be immediately solved, that looks great. But the power behind that, the part that’s real, is being able to reach deep down into that issue and solve for root cause. I mean, while you’re in there, fix it for the 1000+ people who felt the same but didn’t complain, right? And then the actual benefit to the organization is the fact that you saved calls into your call centers and improved customer experience by eliminating the problem entirely. Social bubbles up so quickly that you can be made aware of a problem, size it, troubleshoot it and solve it in a fraction of the time it takes the traditional call center path to ignite.
But I’m not sure you can do that without direct links into each business area. And creating those relationships takes a lot of outreach, charisma, and daring. Other business units may not appreciate the value of social customer care, and may feel threatened by the exposure social customer care brings. Let’s face it, social care is scary at first. So, I’d say there’s work to be done there. But to be truly impactful to customers, and by extension, your shareholders, I’m thinking it requires taking the plunge to forge relationships, start discussions, provide education and information on the benefits that customer support on social media can provide.
The standard point of view is that people are already out there complaining about you in social. We’re still trying to get used to the idea of publicly admitting fault or error, and so the whole concept is daunting. But if you’re not a part of the conversation, you can’t add your point of view. And if your part of the conversation doesn’t add real value, it’s just fluff. Solving a single customer problem, then learning from it and removing it from your entire customer base is, well… that’s kind of impressive, right? As a customer, I’m impressed by that.
Recently there was a story in the news about a store that didn’t clearly have its hours of operation listed. The store was in a shopping mall, and it kept different hours than its neighbors. One night the front door wasn’t properly secured. A group of shoppers entered the store, selected their items and, confused, left money on the counter to pay for their selected items.
Customers should not have to guess whether you are open and ready to serve their needs. Hours of operation and support should be clearly indicated on digital properties (web sites, Twitter and Facebook, etc.) just as they should on premise at a physical location. Representatives should be punctual to make sure that the posted hours are consistent with the actual experience. You know that feeling when you call into a call center and the hold message just spins and spins? If you later find out the business wasn’t even open but no notice was given that you should not wait on hold, you will likely wind up feeling cheated out of your time. Likewise, sending a tweet out to the universe with no response can feel like being ignored.
So, clearly post those hours of operation, and then live up to that brand promise. That’s what it is, after all: a promise of service available during a certain time period.
You know that feeling when you are shopping for something, and you get to talk to an employee who has all the answers your looking for? And then gives you more information you didn’t even know you wanted? I love that feeling. I tend to buy more from people like that.
Informed staff can provide more than just information. They convey a sense of confidence and faith in the brand, and can put customer fears to rest. There are many areas of information that you can share with your team to ensure happy, trusting customers.
- Product/Service Information – It’s critical that your team is fully knowledgeable on all product and service information and pricing. If your staff can’t answer questions on your own goods, it can cause a lack of confidence in the ability of the brand to deliver.
- Mission Statement – A well-written company mission statement tells an employee many things, including the main goal the company hopes to achieve and an indication of the way in which the company hopes to achieve that goal.
- Brand Voice – Each brand develops its own voice in the marketplace. Correctly training on the tone and tenor that suits your company will really help your team stay true to that voice. Consistent brand voice helps your customers feel confident in that brand promise.
- Corporate News – Customers have easy access to plenty of news and information about your company. Providing that same information to your staff ensures they appear well-informed.
- Insider Information – When possible, inform your team of changes before the general public is made aware. This allows them to keep their expert status.
These few steps can help your company look buttoned up and prepared to assist customers with all their questions and concerns. And, aside from creating confident customers, a great side effect is that your employees will feel confident too. That’s great for morale. So, ask yourself what you can do today to get your team prepared to answer the questions customers may be asking them tomorrow.
Interesting infograph published by Salesforce Desk on customer service complaints by category.
Which industries get the most customer service complaints?
– Brought to you by Desk.com