Contact Center Solutions Featured Article

Businesses Adapt to Social Media-based Customer Service

July 03, 2014

It is no secret that consumers wish to have the option of interacting with brands through social media. Not only do people flock to social media to keep up with the latest world and local news, follow actors, comedians, and shows, keep up with apt commentary, and keep in touch with their family and friends, they know their favorite businesses will likely have a strong presence on the likes of Facebook, Twitter, and LinkedIn (News - Alert).

The trend of seeking out businesses is not simply part of the modern young generation. Although research from Accent Marketing has found that a bulk of Millenials prefer to engage with other customers through social media about products they have bought or brands they prefer, it also found that more than half of the Baby Boomer generation also enjoyed conversing with the public about consumer-related interests. In the face of this knowledge, businesses may do well to create presence in the world of social media.

Contact centers, too, are affected by this growing trend. Fourth Source (News - Alert) has noted the trend goes even deeper than a simple desire to converse through social media. Consumers want to choose the persons with whom they speak, and call centers are responding with "social routing."

With social routing, consumers can see the credentials of available contact center representatives so they can make informed choices about how to get useful information. If a customer wants to speak to someone specific, he can see, through a business-provided interface, the expertise representatives carry, for example, concerning product returns or product usage.

Businesses as a whole and their contact center counterparts are making strides to cater to consumers because, as past data has shown, not everyone is satisfied. According to customer service leader Conversocial, a study it conducted in 2012 showed that more than half of consumers were dissatisfied with their experiences when conversing with brands through social media.

In some cases, consumers want quick turnaround times, such that many expect businesses to respond to social media-based queries within 10 minutes. Furthermore, survey respondents indicated they would be less willing to purchase products from companies who ignored their complaints entirely. Conversocial CEO Joshua March summed it up best.

"Bottom line," Joshua March said, "while traditionally consumers are rarely satisfied completely with customer service, fast and efficient social customer service can quickly change the old paradigm and create a viral effect of consumers actually praising rather than vilifying companies."




Edited by Maurice Nagle

Article comments powered by Disqus

Related Contact Center Solutions Articles

When it comes to Contact Center Agents 'Mind the Gap'

As content curator and contributor to the Contact Center Solutions Community, part of my function is to review information and insights from around the Web and illuminate them to our readers. In this regard, I would like to recommend an insightful posting from IT-Online titled, "How to differentiate customer experience." [ Read More ]
10/30/2014

Survey: Deloitte Optimistic for Increased US Holiday Spending

Professional services firm Deloitte, which completes financial advisory surveys, has released the annual holiday shopping survey for nearly three decades. This year's survey, the 29th annual, shows that U.S. shoppers are optimistic entering the season for giving, which also happens to be the season for shopping. [ Read More ]
10/30/2014

Dialing for Votes

Depending on how you feel about such things, next-generation predictive dialers have become an integral, dare I say "must have" capability for political campaigns. Indeed, with the U.S. elections only days away, anyone living here not only is more than aware from watching TV that the "get out the vote" efforts are already in full swing as the airwaves are saturated with ads, but this has become that time of year when caller ID and answering systems are a godsend. [ Read More ]
10/30/2014

Survey: Mobile Experience Trumps Brand Loyalty Among Gen Y, Millennials

Retailers be warned - brand loyalty counts for less and less among younger consumers, who are likely to head to competitors if their mobile experience isn't what they think it should be. [ Read More ]
10/30/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!