Dec 20, 2011

Social Media Use Case: Complaint Analytics - How to reduce traffic to Call Center: Part 1

The bloom in social media has turned the world upside down in many cases. One such case is customer service. Companies are struggling to reduce the calls to call center and divert customer queries to social media channels. Each call to the agent cost company a bomb. That’s why they prefer to adopt social media which is free as a channel to do customer service. Because of the smartphones, it has become easier for a customer to write about their complaint/query on web instead of holding a call for hours. Also solving the customer queries in real time will increase customer loyalty, reduce churn, high customer life time value. Social media is really an effective channel of communication for solving customer issues.
Also this is one of the social media use case where we can calculate the return on investement which I will be explaining in another post.
As per some of the surveys,
  • 43% of consumers say that companies should use social media to solve customers’ problems
  • 59% will try a new brand or company for a better service experience
  • Research by Convergys Corp. has shown that a negative customer review on YouTube, Twitter or Facebook can cost a company about 30 customers.
  • Attracting a new customer costs 5 times as much as keeping an existing one
  • Happy customers who get their issues resolved tell about 4 to 6 people about their experience
  • In a positive economy, 70% of Americans are willing to spend an average of 13% more with companies they believe provide excellent customer service
  • 78% of consumers have bailed on a transaction or not made an intended purchase because of poor customer service

There is a customer dissatisfaction tweets/posts scattered on the web. The first step which any company should adopt is to start a twitter or Facebook handle and push their customers to write their complaints or queries on that channel. This is really a big challenge which every company is struggling with.
In this post I am writing on some of the best ways to publicize your customer service online channels. These are:

Some of the great examples of companies who have embraced online customer service channels are:

A very nice infographic on Social customer service:

Image Credit: customerserviceinthecloud.com, garious.com
In this post we covered some of the ways through which we can publicize our customer service online channels. In the next post, I will be writing on the “Process to do Complaint Analytics on Social Media”
Do you have any other way to bring customers to your customer service channels? If yes, share with us through comments.

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