With so many people and companies active on social media, it’s no surprise that customers expect service there. Customers often take to social media out of frustration with phone support. They’re fed up with long wait times, dropped calls, and representatives who don’t understand or don’t care about their problems. And they especially hate having to repeat themselves.
According to a 2013 study by Accenture, almost 75 percent of respondents cited being “extremely frustrated” when having to contact a company multiple times for the same reason. And 66 percent were equally frustrated by having to repeat the same information to multiple employees through a myriad of channels.
“The main problem organizations are having is keeping up with customer demand,” said Paul Taylor, an innovation coach for Bromford Lab, which designs and tests new products and services for clients. “They need the ability to meet demand for immediate and personalized service and to get away from traditional call centers. Customers are unable to get through to someone straight away who knows their issue and their problem.”
Poor customer service can lead clients to switch and avoid doing business with brands for several years. Worse, their stories can scare off others.
But when the customer experience is positive, three out of four consumers will spend more money with the same business, says a 2014 American Express report. And 68 percent of consumers are willing to spend more with a company that they believe will deliver excellent customer service.
To learn more, check out our eBook, “Social Customer Care: How to Use Social Media to Improve Customer Support.” It explores reasons for adding social care to your customer service programs and provides tips from industry experts on how to get there.
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