According to a recent Gartner study, it is believed that customer experience will overtake both price and product as the key brand differentiator by 2020. Savvy businesses have seen the writing on the wall and have begun to transform their organizations to become more adept at improving every step of the customer journey.
One touch point that cannot be underestimated as a tool for providing superior customer service is social media platforms. Here are just a few reasons why:
- 59 percent of Americans with social media accounts think that customer service through social media has made it easier to get questions answered and issues resolved.
- YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.
- 79 percent of Americans with Internet access have a Facebook account.
Clearly, consumers have an insatiable appetite for social media and are more than willing to engage with brands on the platforms of their choice.
But social media also provides your brand an opportunity to not only resolve an issue, or get a new sale, but to drive engagement itself. Engagement can take just a few strokes on a keyboard but can have a historic result.
Just take the most recent example from fast food giant, Wendy’s.
Carter Wilkerson, a young fan of Wendy’s chicken nuggets, tweeted Wendy’s with a simple question: how many retweets would he need for a year of free chicken nuggets? Within just a few moments, Wendy’s responded: 18 million.
Immediately, Carter began the difficult task of getting 18 million retweets. His mission quickly gained steam and ended up going viral. And by the time he got to 3.4 million retweets, Wendy’s conceded defeat and gave Carter the reward he was looking for.
In the meantime, Carter broke the record for the most retweets in history, getting the attention of Ellen Degeneres, the previous record holder. Carter has been featured in numerous news outlets and his story has been widely distributed online.
And along with Carter’s five minutes of fame, Wendy’s was right there to get lots of free advertising—as well as a groundswell of support from the public.
The lesson here?
Social media affords brands an opportunity to step outside the traditional dynamic between consumer and business. By using social media to foster a dialog—as silly as it may seem—your brand has an opportunity to engage an audience in a unique way and change the narrative about your organization.
But in order to take your social media customer service to the next level, you’ve got to make sure that you use the latest contact center tools that will allow you to integrate social with your other channels. To learn more about how you can become a customer service pioneer, check out more contact center solutions from Aspect.
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