The new NICE/BCG Consumer Experience Report 2016 has just come out and is already creating quite a buzz. According to the report social customer service is down 23% and 78% of baby boomers will leave a brand because of a customer service issue. With insights like these, we thought we would dedicate this week’s CX Buzz to industry tips and news on how to improve your social customer service and experience. Enjoy!
42 Percent of Consumers Complaining in Social Media Expect 60 Minute Response Time [Convinceandconvert.com]
Just in time to back up the research in the NICE/BCG Consumer Experience Report 2016 is the research (coming soon) by guru Jay Baer along with Jason Falls, Mark Schaefer, Tom Webster, and the partners at Edison Research for the newest edition of The Social Habit. The research shows how social media is used, and by whom. Baer says he has seen the raw data, and it’s a mind-blower. With the insights and stats coming out of our own report, we aren't at all surprised.
Apple creates a general support channel on Twitter [Techcrunch.com]
Renowned for being one the first companies to always jump on the innovation and trend bandwagon, Apple announced this week that they are creating a unique general support channel on Twitter, @AppleSupport. Now we can't claim this is on the back of our report showing that customer service on social is down 23% :), but we can all give a cheer for the ingenuity. See what TechCrunch has to say about Apple's new customer service initiative. You probably won't be surprised to know that in the first 3 hours of launching, the @AppleSupport channel had amassed 35,000 followers and at time of publishing this piece that number was up to 190K. Just wow!
How to use social at each stage of the customer journey [Clickz.com]
Angie Pascale says that customers need different things from brands at each stage of their journey. At the start, they need more information on their options and details on the product/service. These phases can be summarized as the interest phase, where a customer is becoming aware of your brand and identifying a need or a desire. Followed by the research phase, where a customer is still narrowing down their options. Next is the validation phase, where the customer is looking for proof or verification of the purchase decision they are about to make. The final three phases are decision, retention and advocacy. This article outlines each of these phases and helps you understand how social can help you with this journey.
How GM Uses Social Media to Improve Cars and Customer Service [hbr.org]
It's no good just talking about the shortcomings of social customer service, the best way to learn is by example. Check out this piece recently published on Harvard Business Review [hbr.org] on how GM uses social media to improve cars and customer service. There are some great lessons for you to try and implement for your social customer service strategy.
Now for some fun, here is our ‘on theme’ TWEET OF THE WEEK: