The Undeniable Authority of the Social Customer
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THE UNDENIABLE AUTHORITY OF THE SOCIAL CUSTOMER
Transcript of The Undeniable Authority of the Social Customer
T H E U N D E N I A B L E A U T H O R I T Y O F T H E
SOCIAL CUSTOMERTHE DAWN OF THE DIGITAL AGE, along with the explosive growth of social media, has forced the evolution of customer service.With it came the rise of a new customer—one who has been known to topple even the most respected of brands.
THIS NEWFOUND AUTHORITY IS KNOWN AS
THE SOCIAL CUSTOMER.
WHO IS THESOCIAL CUSTOMER?
THE SOCIAL CUSTOMER TOUCHES NEARLY EVERY CORNER OF THE GLOBE.
20%
AT LEAST 20% OF THE WORLD’S POPULATION USES SOCIAL MEDIA.
THAT’S MORE THAN HALF OF THE 2.4 BILLION INTERNET USERS ACROSS THE WORLD.
TODAY’S SOCIAL CUSTOMER IS:
…WHICH HAS CHANGED EVERY THING BUSINESS OWNERS THOUGHT THEY KNEW ABOUT CUSTOMER REL ATIONSHIPS.
LISTENING TO PEERS RESEARCHING HEAVILY ONLINE
POSTING COMPLAINTS ON SOCIAL MEDIA
EXPECTATIONS ARE HIGH.In today's age of constant connectivity and instant solutions, the Social Customer demands immediate assistance at any hour of the day.
46% 22% 29%
46% of customers want to engage with brands via Facebook to solve
problems.
39% of them are looking to give feedback about products or services.
29% of customers expect responses
within 2 hours.
22% of customers expect same-day
responses.
TWITTER 81% of Twitter users expect same-day customer service responses.
30% of Twitter users expect responses within 30 minutes.
22% of Twitter users expect responses within 2 hours.
81%
22%
30%
MORE THAN 1 MILLION PEOPLE view tweets about customer service every week.
ROUGHLY
80% of customer service tweets are negative or critical in nature.
SOCIAL MEDIA HAS PROVIDED AN INTIMATE CONNECTION AMONG ALL CONSUMERS.
On average, 1 SOCIAL CUSTOMER will tell 42 OTHER PEOPLE about a company.
88% OF CUSTOMERS are in�uenced by reading reviews.
88%SOCIAL CUSTOMERS NO LONGER LISTEN TO COMPANY MESSAGES; THE Y’RE LISTENING TO PEERS INSTEAD. THE POWER HAS SHIFTED FROM BR ANDS TO THEIR CUSTOMERS.
HOW DOES THIS SHIFT IN AUTHORITY AFFECT CUSTOMER SUPPORT FOR BUSINESSES?
UNFORTUNATELY, MANY ORGANIZATIONS STILL DO NOT BELIEVE IN THE AUTHORITY OF THE SOCIAL CUSTOMER.
60% of companies don't respond to customers via social media, even when asked directquestions.
7 OF THE TOP 20retailers have even erased customer questions on their Facebook pages.
88% of consumers are less likely to buy from companies that ignore complaints andquestions on social media.
ONLY 17% of consumers who had negative service
experiences recommend thosecompanies in the future.
88%
17%
BUT THEY’RE PAYING FOR IT…
MONEY SHREDDER
THE MOST SOCIALLY PROACTIVE COMPANIES SEE SOLID RESULTS:
Customers who engage with companies over social media spend 20% to 40% more money with those companies than other customers.
81% of companies with strong capabilitiesfor delivering excellent customer service are out-performing their competitors.
81%
HOW SHOULD YOU PREPARE YOURSELF FOR THE COMING AGE OF THESOCIAL CUSTOMER?
NO MAT TER HOW EMBARR ASSED OR FRUSTR ATED YOU MAY FEEL WHEN A CUSTOMER COMPL AINS ON SOCIAL MEDIA, YOU SHOULD
ALWAYS RESPOND.83% of customers who tweet complaints love it when companies respond.
WHEN RESPONDING TO THE SOCIAL CUSTOMER, DON’T FORGET TO:
STRIVE FOR FAST RESPONSE TIMES.
BE HUMAN AND, AT TIMES, APPLY HUMOR.
DON’T BE DEFENSIVE.
ALWAYS THANK THE CUSTOMER.
SUGGEST A SOLUTION TO THE PROBLEM.
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TO IMPROVE YOUR COMPANY’S OVERALL PLAN FOR SOCIAL CUSTOMER SERVICE, CONSIDER THESE TIPS:
LISTEN TO YOUR CUSTOMERS AND BUILD RELATIONSHIPS WITH THEM.
DESIGNATE AT LEAST ONE MEMBER OF YOUR COMPANY TO BE AVAILABLE 24/7 ON SOCIAL MEDIA.
STRIVE TO ALWAYS PROVIDE LINKS TO HELPFUL INFORMATION AT THE END OF EACH RESPONSE.
HAVE A DETAILED CRISIS-MANAGEMENT PLAN.
COMMIT RANDOM ACTS OF WOW FOR YOUR CUSTOMERS.
EVEN IF THE CHANNELS (FACEBOOK, T WIT TER, ETC.) EVOLVE, THE SOCIAL CUSTOMER IS HERE TO STAY.
IN THE NOT-SO-DISTANT FUTURE, CONSUMERS WILL EXPECT EVEN FASTER RESPONSES FROM COMPANIES LIKE YOURS.
DON’T LET YOUR CUSTOMER SERVICE EFFORTS FALL BEHIND!
DESK.COM IS THE ONLY CUSTOMER SERVICE PRODUCT BUILT FROM THE GROUND UP TO SERVE THE NEW SOCIAL CUSTOMER. VIEW AND RESPOND TO YOUR SOCIAL CUSTOMERS DIRECTLY FROM WITHIN DESK.COM.
Sources: pewinternet.org, forrester.com, conecomm.com, oracle.com, touchagency.com, zendesk.com, americanexpress.com, liveops.com, crmidol.com, nmincite.com, inc.com, peppersandrogersgroup.com, maritzresearch.com
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