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SOCIALCUSTOMERTHE
UNDENIABLE
AUTHORITY
OF
THETHEDAWNOFTHEDIGITALAGE,along
with
the
explosive
growthof
social
media,
has
forced
theevolution
of
customer
service.With
it
came
the
rise
of
a
newcustomer—one
who
has
beenknown
to
topple
even
the
mostrespected
of
brands.THIS
NEWFOUND
AUTHORITY
IS
KNOWN
ASTHESOCIALCUSTOMER.WHOISTHESOCIALCUSTOMER?THESOCIALCUSTOMERTOUCHESNEARLYEVERYCORNEROFTHEGLOBE.20%ATLEAST20%OFTHEWORLD’SPOPULATIONUSESSOCIALMEDIA.THAT’SMORETHANHALFOFTHE2.4BILLIONINTERNETUSERSACROSSTHEWORLD.TODAY’SSOCIALCUSTOMERIS:…WHICH
HAS
CHANGED
EVERYTHINGBUSINESS
OWNERS
THOUGHT
THEY
KNEWABOUT
CUSTOMER
RELATIONSHIPS.LISTENINGTOPEERSRESEARCHINGHEAVILYONLINEPOSTINGCOMPLAINTSONSOCIALMEDIAEXPECTATIONSAREHIGH.In
today's
age
of
constantconnectivity
and
instantsolutions,
the
Social
Customerdemands
immediate
assistanceat
any
hour
of
the
day.FACEBOOK
46%
46%
of
customers
want
to
engage
with
brands
via
to
solve
problems.39%
of
them
are
looking
to
give
feedback
about
products
or
services.
29%29%
of
customersexpect
responses
within
2
hours.
22%22%
of
customers
expect
same-day
responses.TWITTER81%
of
usersexpect
same-daycustomer
serviceresponses.22%
of
usersexpect
responseswithin
2
hours.30%
of
usersexpect
responseswithin
30
minutes.
81%22%30%80%MORE
THAN1
MILLION
PEOPLEview
tweets
aboutcustomer
serviceevery
week.ROUGHLYof
customer
servicetweets
are
negativeor
critical
in
nature.SOCIAL
MEDIA
HAS
PROVIDEDANINTIMATECONNECTIONAMONGALLCONSUMERS.
88%88%
OF
CUSTOMERS
arein
uenced
by
reading
reviews.SOCIAL
CUSTOMERS
NO
LONGERLISTEN
TO
COMPANY
MESSAGES;THEY’RE
LISTENING
TO
PEERSINSTEAD.
THE
POWER
HASSHIFTED
FROM
BRANDS
TOTHEIR
CUSTOMERS.
On
average,
1
SOCIAL
CUSTOMER
will
tell
42
OTHER
PEOPLE
about
a
company.HOWDOESTHISSHIFTINAUTHORITYAFFECTCUSTOMERSUPPORTFORBUSINESSES?UNFORTUNATELY,MANYORGANIZATIONSSTILLDONOTBELIEVEINTHEAUTHORITYOFTHESOCIALCUSTOMER.60%of
companiesdon't
respond
tocustomers
viasocial
media,
evenwhen
asked
directquestions.7
OF
THE
TOP
20retailers
have
evenerased
customerquestions
on
theirFacebook
pages.88%
of
consumers
are
lesslikely
to
buy
from
companiesthat
ignore
complaints
andquestions
on
social
media.ONLY
17%
of
consumerswho
had
negative
serviceexperiences
recommend
thosecompanies
in
the
future.88%17%BUTTHEY’REPAYINGFORITMONEY
SHREDDERTHEMOSTSOCIALLYPROACTIVECOMPANIESSEESOLIDRESULTS:
Customers
who
engage
with
companies
over
social
media
spend
20%
to
40%
more
money
with
those
companies
than
other
customers.81%
of
companies
with
strong
capabilitiesfor
delivering
excellent
customer
serviceare
out-performing
their
competitors.81%HOWSHOULDYOUPREPAREYOURSELFFORTHECOMINGAGEOFTHESOCIALCUSTOMER?ALWAYSRESPOND.NO
MATTER
HOW
EMBARRASSED
OR
FRUSTRATED
YOU
MAY
FEELWHEN
A
CUSTOMER
COMPLAINS
ON
SOCIAL
MEDIA,
YOU
SHOULD83%of
customers
whotweet
complaintslove
it
whencompanies
respond.WHENRESPONDINGTOTHESOCIALCUSTOMER,DON’TFORGETTO:STRIVEFORFASTRESPONSETIMES.BEHUMANAND,ATTIMES,APPLYHUMOR.DON’TBEDEFENSIVE.ALWAYSTHANKTHECUSTOMER.SUGGESTASOLUTIONTOTHEPROBLEM.12345TOIMPROVEYOURCOMPANY’SOVERALLPLANFORSOCIALCUSTOMERSERVICE,CONSIDERTHESETIPS:LISTENTOYOURCUSTOMERSANDBUILDRELATIONSHIPSWITHTHEM.HAVEADETAILEDCRISIS-MANAGEMENTPLAN.DESIGNATEATLEASTONEMEMBEROFYOURCOMPANYTOBEAVAILABLE24/7ONSOCIALMEDIA.COMMITRANDOMACTSOFWOWFORYOURCUSTOMERS.STRIVETOALWAYSPROVIDELINKSTOHELPFULINFORMATIONATTHEENDOFEACHRESPONSE.EVEN
IF
THE
CHANNELS
(FACEBOOK,
TWITTER,
ETC.)
EVOLVE,THESOCIALCUSTOMERISHERETOSTAY.IN
THE
NOT-SO-DISTANT
FUTURE,CONSUMERS
WILL
EXPECT
EVENFASTER
RESPONSES
FROMCOMPANIES
LIKE
YOURS.DON’TLETYOURCUSTOMERSERVICEEFFORTSFALLBEHIND!DESK.COM
IS
THE
ONLY
CUSTOMER
SERVICE
PRODUCT
BUILT
FROM
THE
GROUND
UP
TO
SERVE
THENEW
SOCIAL
CUSTOMER.
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