Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Social Data Can Improve Customer Service
Posted on March 26th 2013
Companies have been using social media monitoring for marketing and PR for several years, but new research shows that customer service is rapidly catching up.
In a recent Gleanster report, 73% of ‘Top Performers’ (the top 25% of those surveyed) identified Customer Service as a top reason to invest in social media monitoring, only 1% behind PR.
- Marketing – 86%
- PR – 74%
- Customer Service – 73%
- Market Research - 64%
- Sales – 31%
- Information Security – 29%
- Product Development – 21%
- Competitive Analysis – 17%
- Operations – 8%
The consequence is that the monitoring industry, which was once heavily research-focused and data-heavy, is evolving towards one that combines social media listening with customer engagement and social CRM. As Leon Chaddock, CEO of Sentiment Metrics, explains:
“A standard monitoring tool is great for charts and trends and understanding what’s going on, but it’s not the ideal place for customer service. As a result we’ve had to radically shift our focus.”
From a consumer perspective, it’s easy to see why this trend is occurring. Most consumers are exasperated with the call-centre process and the fact that complaints on social media are so publicly visible gives them an edge over brands that are terrified of reputational damage. But brands also stand to benefit. The top reasons brands are using social media as customer service medium are:
- To increase customer satisfaction and loyalty
- To reduce customer support costs
- To drive customer advocacy
To achieve this, 94% of ‘Top Performing’ brands are focusing on reducing problem resolution time. Not only does this reduce costs, but a social media user that has their complaint quickly and efficiently resolved is likely to use the company again in the future and publicly recommend them to others.
Another advantage of social media monitoring is that you can quickly identify trends. This means that you can identify and resolve recurring problems to ensure that the same thing doesn’t happen to other customers. It may be that all that’s required is to add a new topic to the FAQ section of the company’s website and this could defer many customer service enquiries. Furthermore, if there is a specific problem with a product or service you can pass this information on to traditional customer service channels so that they can better prepare for the influx of enquiries that will be coming their way.ly and efficiently resolved is likely to use the company again in the future and publicly recommend them to others.
Clearly there is still a lot of work to be done. Only 71% of ‘Top Performers’ and 41% of ‘Everyone Else’ actively respond to consumer complaints and an estimated 25% have a closed wall on Facebook. What’s more, the average response time for enquiries through social media is over 24 hours, whereas by phone it is 2 minutes.
For now, social customer service is not the quick and easy solution that many consumers are looking for, but as the technology catches up and businesses adopt more efficient processes, it is improving.