Tuesday Jan 22, 2013

Social Customer Service: The CX Dream

sleepy catIn our last blog, we touched on the importance of listening and responding when social users reach out to the brand. Today, let’s go a bit deeper into just how much customers want to use social for this purpose, and bigger picture – how the right social customer service execution gets you significantly down the road toward the dream CX.

The days of “you’ll take what we give you” are over. Not only are customers empowered by social to amplify experiences both positive and negative to peers, they’re also empowered to set their own customer experience expectations.

No, you didn’t set those expectations, but it’s your task to address them. Failing to do so makes your dream CX more of a nightmare. When expectations are violated, the result is frustration, anger, resentment, and ill will. Also, friends are told the sad story of how the customer was “done wrong.”

Entire books have been written on CX. Thick ones. But as a loyal Social Spotlight reader, I’ll boil CX success down for you in two phrases.

EASY TO USE

DELIVERS THE DESIRED RESULT

Class dismissed.

That’s it. Nail those two things and you’ve built a dream CX. Unfortunately, as obvious as that sounds, organizations are quite tangled up and bogged down in their efforts to deliver it.

A recent infographic outlined how customers are connecting with brands and how they increasingly want to. The top 3 ways they’re connecting are quite traditional; phone (84%), email (80%) and company site (72%).

Though they’re traditional and have been around forever, the CX in these areas is often still a nightmare. Multi-level phone trees designed to keep you away from humans and that never seem to offer the option you need, automated form-response emails followed by radio silence, and site navigation resembling cluttered mazes even the most skilled lab rat couldn’t negotiate their way through in under a day.

Increasingly, customers are trying to get satisfaction through social and mobile. Why? Partly because the social networks instantly solve the “easy to use” dream. Customers are using platforms they already know, so on the customer-facing side, the social networks are doing half the brand’s CX job for them.

That leaves the other half, “delivers the desired result.” And that’s where bad traditional CX threatens to extend itself to bad social/mobile CX if not addressed.

The infographic tells us 56% of customers who connect with social feel a stronger connection to the brand, and 50% are more likely to buy from a brand they can contact with via social. There’s the opportunity customers are offering.

But…

-79% of smartphone users say they always or sometimes know more about the product/issue than the brand’s customer service rep (!)
-80% of smartphone users still haven’t been marketed to by their favorite brands via mobile (!!)

The socially enabled enterprise can pull social/mobile customer touch points into an overall CRM system so that integration with traditional customer service vehicles benefits and informs both, in every customer interaction. Inquiries can be easy for customers to make, and the answers they get back can be fast and usable.

They’ll think they’re living in a CX dream.

@mikestiles
Photo: stock.xchng

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