Published on February 29, 2016
Think about the last time you had a really great customer experience- did you tell someone about it?
What about a bad customer experience? Let’s say that you just got off of a really long flight only to find that your connecting flight to your final destination was overbooked. And you’re the unlucky passenger who got booted. Do you suffer in silence, or get out your phone to tweet about it?
95% of dissatisfied customers tell others about their bad experience. Social media is a brand’s chance to make or break the customer experience.
According to Gartner, failure to respond via social channels can lead to up to a 15% increase in churn rate for existing customers. Using the above scenario, if you were to tweet at the airline about your issue, and they responded immediately, you would be a little less angry and a little more forgiving because you got the assistance you needed. On the other hand, if your tweet were to go ignored, the brand would likely lose a customer for good.
Social customer service is important, and channels like Twitter have been working towards making the customer- and brand- experience more streamlined. Last week Twitter announced the launch of new Direct Messaging and Customer Feedback tools. If you’re already using Twitter to interact with customers, here’s what this could mean for you.
More flexibility to navigate the conversation from public to private
Direct messages used to be impractical and limited to just users who followed each other. Early last year Twitter made an update that changed that, and now, with a small settings adjustment, anyone can send & receive direct messages.
At the time, this was huge. This meant that you could shift a customer conversation from public to private with little effort.
A brand’s first contact when responding to a customer inquiry used to just be an invitation to move to direct message. By inviting a customer to DM, they recognize that they received the tweets and that they’re on it.
Now, customer service teams on Twitter can directly invite a customer to DM through a tweet, eliminating the customer’s hassle of manually creating a DM.
As a result, we expect to see more customers take advantage of social for their customer service inquiries. Those who may have been weary to use social to start a conversation because they knew they would have to divulge account information can now take advantage.
We’ve never really had a way to gauge customer satisfaction in Twitter before now. With the addition of the Customer Feedback tool, brands can now get data through CSAT and NPS surveys following tickets handled in the platform.
Sprinklr’s VP of Customer Care & Community, Rahul Sachdev wrote on the update,
“These updates have been designed to make it much easier for brands to deliver personalized, measurable experiences to customers – all in real time. For a customer, it means a quick and convenient way to get in touch with companies. You simply Tweet at the brand for help, and they take care of the rest. There’s no waiting on the phone, no going back and forth via email, no hassle. For a brand, it means streamlining the entire customer service experience. Customer service agents can proactively seek customers in need, provide personalized interactions (based on contextual data), and measure the impact of their efforts.”
Will more customers utilize social media to resolve their issues as they pop up? According to Harvard Business Review, it’s certainly a more cost effective solution. It costs less than $1 per interaction, whereas care via phone is typically at least $6 per call, and email $2.50 to $5 per interaction.
The new ease in which both customers and brands can now create and track tickets within the platform is influential. Where do we go from here?