As social media continues to grow and become the primary form of communication for humanity, a new sector of customer service has risen, changing the way brands are interacting with customers. Social media customer care, or SMCC for short, is the use of social media platforms to communicate, answer queries and share new products or services through the platforms connecting the world. SMCC offers brands and businesses a platform to address common problems, share marketing content and update consumers on new products or campaigns. Taken from website builder uk , here are the reasons why.
Benefits and Risks
The single biggest benefit for a brand is the ability to build a strong and personal relationship with their consumers in ways that conventional channels, like the phone or TV, simply couldn’t do. SMCC is used by some of the world’s biggest brands and their strategies seem to have made huge impacts to how their brands and products are viewed by the consumer. According to statistics, 71% of consumers with a positive SMCC experience are likely to recommend a brand to their friends. On the flip side, 31% of people will share a negative experience they’ve had with SMCC, and the results can be disastrous in terms of brand reputation and advocacy.
A great example of good SMCC is in 2010, when Airline KLM handled 219 queries per day on Facebook, due to a critical situation. By having a good SMCC team, the company was able to come out with increased brand value. Furthermore, KLM’s SMCC generates an additional 25 million in revenue annually.
Wasted potential of poor SMCC implementation.
Not answering a complaint has a 30% chance of the customer going to a competitor, and a poor response time can lead to a 15% increase in customer churn. Many brands are not as well set up as they think when it comes to SMCC. 80% of them think they are doing an exceptional job with it, but only 8% of customers on average agree. The industry as a whole only responds to about 13% of information demands on social media, representing huge undervalued sales potential. If just a small portion of those requests would have been converted by good SMCC channels, the upside would have made quite a difference on the brands’ bottom lines, revenues and profits.
Customer Expectations vs. Reality
When a customer reaches out to a brand on social media, 41% expect a response within an hour, 32% expect a response within 30 minutes and 11% expect a response immediately. Unfortunately, the average response time currently is 5 hours. This means 83% of customers are left feeling unsatisfied by their SMCC experiences and the companies’ diligence.
With customers not feeling satisfied with SMCC, it’s hard to understand why businesses haven’t refocused their customer care. SMCC is 63% cheaper than conventional phone support and SMCC agents are 167 more efficient than their call center colleagues.
Where To Find More Information
With the benefits being so great and the risks of poor implementation being so harsh, SMCC is a huge part of your business model that can’t be ignored. Additionally, as the realm of social media continues to grow, SMCC will become more and more crucial to sales, marketing and customer relations teams everywhere. For those looking for more information and statistics on SMCC check, out this Infographic.