According to a recent MyCustomer article, social customer service is the biggest challenge for contact center leaders.
The article highlights ICMI data, which shows contact centers are focused primarily on phone (97%) and email (87%) for customer support initiatives. ICMI’s “Smarter Service for the Connected Customer: Delivering Customer Experience Excellence in the Contact Center” survey, on the other hand, shows social media (41%) is consistently given less attention in the contact center.
These statistics reinforce Social Baker research data from August, which showed that brands answered less than 30% of the 7 million questions asked of them on Twitter in the second quarter of 2015.
However, additional research shows social customer service is trending upward. A quarter of UK customer complaints are now seeded through platforms like Facebook, Twitter, Instagram, or Google+, as reported by an Institute of Customer Service (ICS) report mentioned in the article. In addition, one-tenth of traditional customer service channel problems that have been viewed as “ineffective” are now being escalated through social media networks, says the article.
“The customer is now in control of their experiences and they’re demanding that customer service caters to their needs,” says the ICMI report. “If [organizations] don’t get on board with meeting customer expectations, they’ll soon discover that they may not have many customers left around to serve.”
While companies increasingly combat social media customer service challenges, contact centers can leverage multichannel speech analytics to enhance the customer experience across all channels. Such technology captures data while supporting integration with all market leading call recorder, chat, and email systems and popular social networking sites.