Why Customers Are Turning To 'Social-Care'
Consumers are increasingly turning to social media when it comes to customer-service. Research done by CXSOCIAL revealed that 31% of customers turn to social media to make pre-sales enquiries. Research done by Social Media Today found that customers spend 20%- 40% more when companies engage and respond to their customers on social media. Customers have a stronger voice now more than ever and as marketers, or business owners, you need to become fanatical about listening and responding to your customers online.
Why are customers embracing social media channels as customer service platforms?
As stated by Social Media Today 60% of people who complain on social media expect a response within the hour! When people are upset they want a response right away (not 24 hours later). Customers do not want to wait for an email response or wait on hold on the telephone. Social media has allowed for immediacy in response time and customers have started to expect and appreciate fast turnaround times.
Forrester Research found that 77% of people say that valuing their time is the most important thing a company can do to provide them with good service. People relate to people, not big corporations and social media gives brands a voice and a face. It eliminates the automated responses that are triggered via emails and call centres. It also allows for more authentic and customised responses. When customers are complaining or enquiring about something on social media, they don’t expect a generic response. It is this personal approach that makes customers feel cared for and listened to.
This is two-fold: The customer is able to share their feelings, grievances and opinions about the brand on social media. In doing so, they’re able to relieve their frustration, making them feel empowered as they share their anger. If a brand answers back quickly, this is often appreciated and can often times redeem the initial complaint. On the flip-side, this can be positive for your brand. Often customers will also see how quickly and efficiently the sticky situation is handled. According to Social Media Today 88% of consumers are more likely to buy from companies that answer complaints on social media. If a brand is able to alleviate or resolve a situation, it lets the customers know that the brand knows a thing or two about customer service.
It’s Easier to Follow-Up
Social media has made following up with an enquiry or complaint much easier. Customers do not have to go through a series of automated emails or calls to find out where in the process their complaint or enquiry is. Because of the viral nature of social media, as brands, we tend to deal with follow-ups quickly so that we avoid any public negative online repercussions. For this reason, if a complaint has not been resolved, it is easier to get it escalated. The waiting time for responses is therefore much faster when you’re using social media.
Social media has had a massive impact on the way that we communicate with each other. Year by year, the amount of customers reaching out to brands across social media is increasing. As a brand, it is vital to the success of your business to understand exactly what it is your customers are expecting from you with regard to their customer service experience. If social media is becoming the preferred choice of communication for customers, it is a place then that your level of customer service needs to excel in.
Let’s help you to start taking care of your customers online- get in touch with us!