Social media has become one of the BIG THREE customer service channels—especially in B2C—joining phone and email to form the triad of support modalities. But customers have high expectations, and there aren’t many companies meeting them.
Market Reality – Emerging Expectations
What are the emerging expectations from customers seeking support through social channels? You need to be fast and always on.
Jay Baer says his social research indicates that rapid reaction from a brand is becoming the norm.
- 32% of customers who have contacted a brand on social media expect a response within 30 minutes.
- An additional 42% expect a response within 60 minutes.
- 57% of respondents expect the same response time at night on the weekends as during normal business hours.
Market Reality – Falling Short
The reality is, most companies just aren’t meeting these consumer expectations. According to the State of Customer Service Experience 2015:
- 33% of consumers who contact a brand on social media never get a response.
- Of all channels, social media has the lowest percentage of issue resolution and follow-up, with only 13% and 9%, respectively.
- 63% of consumers have to engage with a brand two or more times on social media before a customer service inquiry or issue is resolved.
- Despite the immediacy of social media, only 13% of consumers get a response within minutes.
- 26% of consumers turn to social media when they can’t reach a rep through another channel—the highest of all reasons—indicating that many use social as a last resort.
Organizations have been quick to socially visible, yet have struggled to build a support structure to understand and respond to customer expectations; equip themselves with the tools, resources and training to enhance the customer experience in social support interactions; delineate between marketing coverage and customer care and support; and utilize data to better inform and optimize the customer support experience.
3 Components of Best-in-Class Social Support
There are three best practices to ensure customer satisfaction and achieve success with a social customer support program.
1. Immediate Response
To meet consumer expectations of response and resolution within a very short time frame, a social support should include the following:
- Active listening for specific, actionable support issues requiring immediate identification and resolution
- Workforce management practices to ensure adequate staffing during periods of peak response volumes
- Timeliness metrics to assure issues are identified and addressed in a timely manner
- Customer satisfaction measurement on all support issues to continually assess performance in relation to meeting customer expectations
To see the other two components please click here: http://blog.hartehanks.com/3-components-best-class-social-support/