Social networking has proved as a golden egg for many businesses. And this statement is backed by a plethora of research and facts. Studies conducted by leading market research firms indicate that more than three-quarters of prospective customers rely heavily on social platforms to make decisions about their purchases. Also, more than eight out of ten individuals get influenced by a friend’s comment or post. According to MarketingTechBlog, an average American spends approximately 37 minutes a day on social sites. And this half hour is sufficient to influence the success of businesses.
Apart from the role of customer engagement and customer service; the social medium has bestowed business recognition and success in areas relating to:
1. Promotions and discounts,
2. Product development and related information,
3. Entertaining content, for identity development, and;
4. Platform for feedback
Tapping the Social Medium is Extremely Important
The main characteristic of social networking is that it has changed the definition of transparency. Before this media’s popularity, companies were able to contain dissatisfaction or frustration experienced by a customer. However, social media has given the customer a lethal weapon to voice opinions. And hence, it is the consumer alone who controls the conversation around customer service.
An In-depth Look at the Changing Face of Communication
Here are five areas where the customer service model is being transformed to accommodate a spike in the use of social media.
1. More Accountability and Efficiency:
Social media has now become a support channel, which demands efficiency and speed. When customers publicly ask questions and leave feedback, they expect instant answers, just like a call or chat. A study by Social Habit showed that over 42% of the customers expect a response with an hour.
2. Higher Negative Reputation Stake:
In a world ruled by the social platform, negative reputation has a greater reach. While a satisfied feedback might reach a maximum of 3 people, a discontented customer might reach out to as many as 15 people.
Irrespective of the brand’s presence on the Internet, the megaphone of reputation always remains on social media. Brands that fail to incorporate a social reach will face a lack of control of customer support. This is a vital solution process.
4. Reduced Frustration among Consumers:
After an in-depth focus on negative reputation, this might come as a surprise. However, the media-sphere has fostered positive customer engagement. Customers are able to stay connected and be informed, and this helps ease off frustration.
5. A Sense of Authenticity:
In an age of filtration and window-dressing, this media space has an authenticity that cannot be drawn by other channels. It feels unbiased and personal to the customer; and does not feel commercial, even if it is.
There are undeniably various benefits associated with the use of social media by businesses. However, it has also assigned an important task to a contact center’s responsibility – reputation management. Customer engagement via online mediums needs to be considered as a core activity.