Communication technology continues to disrupt pre-tech models. One such disruption is the transformation of the buying-cycle into a customer-centric experience, where delivering outstanding customer service continues long-after payment is complete. Online businesses compete with major league players such as Amazon, Overstock or Target, and offering the best customer service after payment is the crucial point to set advantage over competitors that don’t.
Gone are the days of waiting on hold while a representative from an anonymous time zone reads from a generalized script in response to a personal inquiry.
As new communication channels emerge, the way we do business and the relationships between consumers and brands have shifted to digital settings where customers expect their voices to be heard and quick satisfaction of their complaint.
2018 has provided landmark changes to the digital customer service landscape and social customer care has transformed into the primary communication link between consumers and brands. Here are the top trends that shaped digital customer care this year:
Social Media Customer Care
Social Media presence is a must for a brand’s overall success with its targeted customers. Research indicates that “more consumers are turning to social media such as: Twitter, Facebook and LinkedIn to contact companies whether companies are ready or not.”
Social media customer care is not optional. This year underlines the growing trend where consumers are turning to social media more and more to learn about products, services and ask for support.
Platforms like Facebook have changed their response metrics to provide more accurate data to consumers and customer care representatives about the frequency, volume and speed of their response time.
Social media users expect a response time of less than one hour. Responding to your audience can have a significant impact on your brand. According to research, 70% of those helped via social customer service return as a customer in the future.
Private messaging platforms such as Facebook Messenger, Twitter DM, and even WhatsApp allow customers to have one on one interactions with social customer care agents, start a conversation about their inquiries and gives brands an opportunity to gain insights on their target audiences need.
Its convenience and efficiency have made Messenger support quintessential for customer care.
Customers prefer using familiar and convenient personal messaging apps like Facebook Messenger to reach out for assistance. Messenger customer chat complements existing live chat and allows customer care specialists to negotiate disputes personally and privately, enhancing customer satisfaction and convenience.
Mobile Customer Support Optimization
According to Google, “People today have 2X more interactions with brands on mobile than anywhere else—that includes TV, in-store, and others”. Consumers spend more than 5 hours a day on their devices and their expectations for better interactions with brands continue to rise. The power of the Smartphone is far from cresting. A bad mobile experience can damage your brand reputation and result in business losses.
Customers seek out service and support on mobile devices and about 75% of consumers ages 35-44 seek support via mobile more than once a month.
To have successful customer service interactions, a business must pay attention to their customer demands and view the mobile phone as a hand-held web browser that can receive messages, access social media and offer limitless creative channels to engage with their audience.
As we steer into a new year, digital customer care will continue to provide the benefits of customer satisfaction as well as improved understanding of customer behavior. Customer satisfaction must be prioritized as a key to long-term success.