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Why to use Social Media as a CS tool !
31-05--2013, 02:53 PM (This post was last modified: 31-05--2013 03:45 PM by admin.)
Post: #1
Why to use Social Media as a CS tool !
Why to use Social Media as a CS tool !

[Image: customer-service-social-media.jpg]

Social media is not just an excellent tool to grow your brand identity and connect with customers, it is also one of the best tools for customer service. Followers of brands on social media expect a two-way and more from companies than ever before. Followers are not only looking for the newest coupon or information on the “Spring Line,” they want to be heard! When they are upset and shout it out to the social media world, they are also putting their relationship with the company on the line…”respond and respond well, or we are never ever getting back together.”

It is predicted that By 2020, 90% enterprise level companies will be using social media for customer inquiries. A surprising fact that may help you jump on the social media customer service train, is that e-service support requests (web, chat, social) from customers is expected to grow 53% in the next year! The article below explains how using social media for customer service can differentiate a “great” company from a “good” company on social media.

Drivers for innovating Customer Support are attributed to:

> Better customer service
> Competitive pressure
> Customer loyalty

Leading organizations are not only measuring the time and cost it takes to service a customer, but their customer’s overall engagement with their brand.

Traditional CS metrics vs Emerging social support metrics:

Traditional CS metrics................Emerging social support metrics
...Satisfaction Ratings.......................Customer Sentiment
.....Defection Rates..........................Self Service Usage
....First-time Resolutions..................Cross-sell/Up sell Rates
....Average Handle Time.....................Conversation Volume
....Agent Utilization........................Likes, Retweets, +1s, etc.
....Cost to Service Customer................Net Promoter Score

What happens when things go wrong?

Customers won’t always tell a company when they are not happy with the service they receive, but business still suffers.
> 70% customers will leave you after single service mess up
> 40% customers will leave you after two blunders
> 28% customers will leave after third mistake

More than 3/4th of your business could be lost due to poor customer service. Some will switch to brands to get better service, few might not complete the purchase becuase of poor service, few customers might spend more due to history of good customer service.

Incoming support request channels:

> 40% use call and 52% of these calls are not resolved in one call
> 18% use emails
> 13% use eService (Web, social & chat) and the number is expected to grow by 50% next year
> 29% use other mediums like written, in person, etc.

The Social Era:

These days, customrs are empowered. Companies need to realize the importance of social media in the area of customer service. Now a days 90% of enterprices use social media for responding to customer/partner service inquiries compare to 25% in 2010.

20% of fortune 500′s 100 largest companies engage with their customers on Facebook. 58% of those who have tweeted about a bad experience have never received a response from the offending company.

To compete in this new battleground, businesses need to realign thier technologies and their cultures around the customer. Companies that fail to do so will not only shed market-share, but place the survival of their business at risk.
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