Social media has become an integral part of our daily lives, and it has also transformed the way businesses interact with their customers. Customers now expect a seamless and personalized experience across all channels, including social media. Today, we talk about how Social Media is changing customer experience.
Messaging apps are on the rise with no signs of slowing down. Facebook Messenger, WhatsApp, Skype, and Twitter are the main culprits.
The numbers are clear about this: according to Facebook, WhatsApp users send roughly 100 billion messages daily. WhatsApp, Facebook, and Facebook messenger are the three most downloaded apps of all time. Mobile devices are the preferred medium for texting with 95% of Facebook visits being made on smartphones and tablets.
The Rise of Social Customer Service
It’s no wonder or novelty that this has shaped customer experience in different ways – and it keeps shaping! In the customer support and contact center industry, the proportion of inbound messages from texting apps keeps growing, but addressing this issue is ongoing.
Social media platforms such as Twitter and Facebook are no longer just for personal use; they are now powerful tools for businesses to provide customer service. Customers can easily reach out to businesses via social media and expect a quick response. This means businesses need a dedicated team to handle customer inquiries and complaints on social media. They also need to ensure that they respond promptly and provide a personalized solution to each customer query.
At the end of the day, understanding the communication habits and preferences of the audience must be a priority.
But how is Social Media changing CX?
1. Proximity and Engagement equal…. satisfaction 😊
A guy takes a phone from his pocket, dials a customer service number, listens to dull music for five minutes, and talks with an agent for 10.
Boring, right? The worst part is that he hangs up and the mobile phone tells him he just spent 50 cents. Even if the issue was solved, this guy feels like he lost 15 minutes and 50 cents. He will avoid contacting the company in the future.
If the interaction was on Facebook Messenger, the same issue could be solved with some messages. This guy could send and reply during his free time, with no need to reserve a 15-minute slot for a call. On a little, narrow window, the agent quickly resolves customer concerns, driving up satisfaction and loyalty. This would be a pleasant, professional, helpful interaction. This guy would feel positive and recommend this company to his friends.
From the user’s viewpoint, contacting through text messages is both free and convenient. Let’s face it, we’re online all day and it’s good to know that customer service is a click away.
On the Customer Experience side, this is an opportunity to grow a closer relationship with the audience. It’s about being present where the audience is, understanding its preferences, and being available and approachable.
2. Bots help solve common issues 😎
A great thing about apps is the possibility to automate customer care through chatbots.
Creating and teaching a bot for messaging apps is getting easier, it’s not expensive and the outcomes are great. They are so popular nowadays that when someone chats with a company on a chat window they expect an immediate bot answer. Artificial intelligence allows them to learn about user behavior and easily adapt their messages. If the chatbot can’t handle an issue there are two main options:
- The bot sends the user a link for a FAQ, or asks the user to contact the company in another way (by email, for instance);
- An human agent pops into the conversation (ideal). This is possible only if the company has a Contact Center software with bot integration.
Chatbots can answer many user questions whenever immediately, which is a massive plus for any customer. That is also time-saving for the customer support agents.
3. Lead Generation 📈
Facebook offers great remarketing tools that can be displayed on apps (like Facebook messenger, push notifications, etc.). But we must look beyond paid marketing campaigns.
When customer service works based on phone lines, website forms, and emails, customers and users will reach out only if they really need it. Making a call takes a lot of work, forms and emails usually take a long time to be answered. That’s not compliant with the ease and rapidity of today’s communications.
On the other hand, when a company is present on social networks and apps, users feel free to interact even if they don’t have pending issues. For instance, asking for prices, discount codes, fares, delivery, or just showing appreciation.
4. Users’ behavioral data enables personalized experiences 📊
Social media platforms collect a vast amount of data about users’ interests and behaviors. This data can be used by businesses to provide personalized marketing and customer experiences. For example, customers can be targeted with relevant ads and promotions based on their social media activity. Businesses can also use this data to tailor their products and services to meet the specific needs of their customers. This can lead to increased customer loyalty and higher sales.
Customers can now use their preferred channel to contact any company. If a brand takes the time to build a connection, that is something that is highly valued and may turn into customer loyalty.
Social media has transformed the way businesses interact with their customers. It has given customers a platform to voice their opinions and expectations, and it has forced businesses to be more transparent and authentic. Businesses that embrace social media and use it to provide personalized experiences will be the ones that succeed in this new era of customer experience.
Want to know how we can help you succeed in customer service by taking advantage of social media? Follow the link bellow and reach out to us!