The last decade has delivered a lot of evidence that the customer experience begins and ends in social media. The digital experience tends to sandwiches the actual in-store or online shopping portion of a purchase.
Expectations exist that if a customer has a question, inquiry or complaint that it will be satisfied on a popular social network. It has become a great risk for companies to not have a presence and be constantly monitoring.
The truth is, that no one is simply throwing complaints into the social media void. They are doing so to be heard and to in a sense be rewarded.
The reason social media can placate our need to be satisfied and appeased by those we give business to, is because as a digital user base we have grown accustomed to instant gratification.
A study by JD Powers and Associate noted that two-thirds of US consumers reached out to a business through social media in 2013. This put businesses in a very public position where they had to respond and repair almost immediately.
This is not an easy climate for businesses to navigate in. There’s the requirement for resources and technology that can streamline this new customer service model. As of now, it is still heavily reliant on people monitoring almost 24/7.
The hidden issue beyond customer service is brand protection and users know how to use social media to push businesses’ buttons.
In fairness, for a long time businesses use to have their customers spend a long time on hold waiting for a service rep who may have not even been able to help. Call it customer retribution, with social media as the new equalizer.
if customer service was ultimately satisfactory across the board in the old model, then social media wouldn’t have taken over so quickly. It was needed and now it is necessary.