Digital bolt-ons not an instant service solution
28th January 2017 | Andy Moorhouse
Although social media is becoming the customer services platform of choice for large organisations, many are not getting the basics right.
The rise of social media (Facebook, Twitter, Facebook Messenger) is driving change in the way customer-service leaders manage their operation. In today’s digital world, customers are more fickle, delight in sharing their horror stories, and demand an instantaneous response.
According to 2016 research by the Corporate Executive Board (CEB)1, the telephone-based contact centre is on the decline. Three to five-years ago, 66% of customers reportedly relied primarily on the phone, but that number has potentially dropped to just 28% today. With over 1.5 billion Facebook users, 1 billion Facebook Messenger users and 300 million Twitter users out there, it’s no wonder organisations have stepped up their social media presence with dedicated service teams.
Having spent considerable time in 2016 looking at what drives high performance within 16 separate FTSE 100 organisations, we’re clear that decision makers are struggling to get social customer service right. From what we have observed, dedicated social media teams are being bolted onto an existing operation and this alone isn’t sufficient to meet customer expectations and reduce costs in this new environment.