It is 2017, consumers’ expectations from companies are higher than never before. Customers expect to be served wherever they are, whenever they want and fast. And where customers are? Facebook has 1.86 billion monthly active users, Instagram 600 million, Twitter 300 million; in addition to the rapidly growing messaging apps like WhatsApp and Facebook Messenger with nearly 1 billion each. In the Nordic countries, 78% of the population use Facebook regularly, and 72% use YouTube.
Who uses Social Media for Customer Support?
You, your relatives, your colleagues, you children, we all are on social media and so brands. If we have a problem or question about a product, why would we go somewhere else? We search the company’s “fan page” and shoot them a question there, with 60% of customers expecting an answer within one hour.
Very often is believed the use of the latest technology resources is exclusive to younger generations, namely Millennials. However, for a long time we have seen what an increased adoption and use of social media across the board. Age is not anymore the key determinant factor, the behaviour is: the "Connected Customer" using social media and messaging apps spans along all age groups.
This trend goes perfectly in line with what Gartner already predicted a few years ago: "By 2020, 90% of the customer service will happen on social media". How are you getting prepared to change your processes and tools to address this imminent consumer demand?
Regarding productivity, Social Care teams have proved to be much more efficient than their counterparts using the phone, email or chat. Mostly due to the inherently asynchronous nature of social media, where one person can handle up to four customer cases concurrently. Making handling support cases in social up to six times cheaper than in the other channels. Thus, companies are seeing Social Customer Care as a definitive cost saver for their business, especially when connected with their rest of the support processes.
Not sure where to start with Social Customer Service? Need help to optimise you existing capability and build a scalable solution? Let us know how can we help!
Senior Business Consultant
Social Customer Service