As organizations have their Social Moment and adopt social practices across departments, customer service is becoming a focal point. Once only considered a supplement to traditional call center focused service, social customer service is now something that companies are expected to have. And although the benefits are plentiful, there can be risks as well.
The communication with customers is immediate.
Companies have a 24/7 customer service option.
There are more interaction options for the customer.
Organizations have the opportunity to find issues/problems proactively through social listening.
Engaging through social = more brand mentions in the social ecosystem.
There is a much higher potential for a positive interaction to be shared by your customer.
Costs are reduced.
Customer expectations are higher – because customers are more digitally connected than ever before, they demand quicker response times.
The communication is public, which means you run the risk of attracting negative publicity if things go poorly.
For larger brands it can be difficult to decide what truly needs a response from an employee (IE; what is simply a brand mention versus a question/complaint).
56% of customer tweets to companies go ignored. (American Express)
71% of customers say that valuing their time is the most important thing a company can do to provide good service. (Forrester)
57% of consumers expect the same response time at night and on weekends as during normal business hours. (American Express)
67% of companies believe that social customer service is the most pressing short-term priority for the contact center. (Forrester)
73% of top performing companies identified customer service as a top reason to invest in social media monitoring. (Gleanster)
Social customer service is a necessity, not an option.
Quick response times are critical - time is of the essence like never before.
Training employees to proficiency in social media is imperative.