Providing social customer service in today’s environment is no easy task. However, since social media platforms have evolved, customers expect responses in real-time and the responses are no longer private, writes MPUMI NHLAPO at T-Systems South Africa.
Providing social customer service and support in today’s multi-channel environment is by no means an easy task. Previously customers were forced to interact with organisations using a single medium (the telephone) that was private, one-on-one communication. Since the advent of social media platforms, even more communication platforms have been opened up and not only do customers expect to have their customer response queries addressed on these platforms in real-time, but these customer service interactions are now no longer private and have been moved squarely into the public domain.
Customer service now subject to public scrutiny
In light of the open nature of social media platforms, the impact of having the customer service business functionality moved into the open means that a company’s internal problem resolution process is now exposed to public scrutiny. In such a connected market it is no longer possible to compete solely on price, and customer experience has become the key differentiator and surest way to gain new and retain existing customers. By ensuring a seamless customer experience from purchase through to product support, an organisation can ensure that they remain relevant. This means being accessible to the customer at all stages throughout the life journey, and providing information and engaging on the platform of the customer’s choosing.
The reality is that most businesses don’t just decide to adopt social media and other digital communication platforms – they’re pushed into it. Ideally for organisations, they’d want issues to be dealt with quietly under the radar in a way that cannot negatively impact their reputation, but this is short-sighted. The reality is that consumers are discussing your brand, your product and your company, regardless of whether the company is on social media or not.
An opportunity for businesses to be responsive
Social media provides businesses with a valuable opportunity. By showing that they are skilful and responsive to addressing issues related to their business functionality, it has the impact of positioning their brand favourably.
Arguably this means that the impact of social media depends on how an organisation views social media and digital platforms. If a business perceives social media as a threat to its reputation, this is indicative of the likelihood that they have not taken the time to fix the challenges they’re having internally. This in turn impacts their ability to service the customer. Smart organisations have seen social media as an opportunity to demonstrate how committed they are to providing relevant customer service, how open they are to communicating transparently, and in so doing they’re realising the benefits that come with being able to understand their customers better, and work with their customers towards service resolution.
Given that conversations are already happening online, how can organisations effectively monitor social media for conversations that are already taking place about them? The answer lies in technology, of course. There are already a number of smart social media and digital monitoring and listening tools – some of them open source and others proprietary solutions. Tools like these can be set to notify you immediately of any online mentions, giving you the opportunity to respond swiftly. Technology is also available to gauge the sentiment of online conversations, allowing timeous intervention that addresses the issue appropriately.
Shift from reactive to proactive customer service
Data gathered from social media and digital monitoring and analysis also has the potential to enable a transformation from a reactive customer service model, to a proactive one. From a business perspective, by engaging with customers on social media, organisations are able to spend more time getting to know and understand their customers, which forges a deeper engagement on a long-term basis as you earn their trust incrementally.
From a consumer perspective, if businesses use and analyse the data they’re producing on social media platforms, they’re able to access services and products that are more specific and relevant to their needs, and businesses get to know how to respond to their customers better. This in turn could lead to more proactive customer service and issues can be preempted before the customer is even aware that there are issues. Furthermore, the longer an organisation has been running social media analytics applications, the more data there is on which to build predictive capabilities that use trend analysis to identify patterns between data and common customer issues.
While there are still many changes that need to happen to existing customer service models before we can progress to a truly proactive social customer service model, it all starts with the acknowledgement that we truly live in the age of the customer. It is the “Internet of Me” as far as the customer is concerned, and all interactions need to be personalised and customised for each individual, according to their preference.
What will happen to businesses that fail to evolve their customer experience into a proactive and social one? By the time such a business realizes that they’ve made a mistake, it will already be too late. Businesses that fail to keep up with moving social and digital trends lose customer relevance and they’ll be closing their front doors soon after.
* Mpumi Nhlapo, Head of Sales and Service Management, T-Systems South Africa
Welcome to world of 2099
The world of 2099 will be unrecognisable from the world of today, but it can be predicted, says one visionary. ARTHUR GOLDSTUCK met him in Singapore.
Futuristic structures tower over the landscape. Giant, alien-looking trees light up with dazzling colours amid the hundreds of plant species that grow up their trunks. Cosmetic stores sell their wares via public touch-screens, with products delivered instantly in drawers below the screens.
This is not a vision of the future. It is a sample of Singapore today. But it is also an inkling of the world we may all experience in the future.
Singapore was the venue, last week, of the World Cities Summit, where engineers, politicians, investors and visionaries rubbed shoulders as they talked about the strategies and policies that would enhance urban living in the future.
As part of the Summit, global payment technologies leader Mastercard hosted a small media briefing by one of Singapore’s leading thinkers about the future, Dr Damian Tan, managing director of Vickers Venture Partners. The company’s slogan “We invest in the extraordinary,” offers a small clue to Tan’s perspective.
“We look as far forward as 2099 because, as a venture capital firm, we invest in the long term,” he tells a group of journalists from Africa and the Middle East. “Companies explode in growth because there is value in the future. If there is no growth, they won’t explode.”
The big question that the Smart Cities Summit and Mastercard are trying to help answer is, what will cities look like in the year 2099? Tan can’t give an exact answer, but he offers a framework that helps one approach the question.
“If you want to look at 81 years into the future, and understand the change that will come, you need to double that amount and look into the past. That takes us to 1856. The difference between then and now is the difference you can expect between now and 2099.”
Click here or on the page link below to read on: Page 2: Soldiers and Health in 2099.
- Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter on @art2gee and on YouTube
Street art goes electric
Kaspersky Lab and British street artist D*Face have unveiled the first-ever “art helmet” design at the Formula E finale for electric cars in New York.
The ‘Save The World’ helmets will be raced by DS Virgin Racing’s drivers, Sam Bird and Alex Lynn, as they traverse the New York street circuit during the final races of the Formula E season.
The announcement signals the first art helmet by a Formula E team, continuing the heritage of art in motorsport and the cybersecurity brand’s commitment to contemporary art, creativity and innovation. D*Face took inspiration from Kaspersky Lab’s tagline, “A Company To Save The World”, and hopes that his colourful work will inspire people to take positive action.
D*Face will announce his first-ever art car design with a custom-made livery for the DS Virgin Racing Team. Its design will be released at the “Art Goes Green” event after Saturday’s race. The helmets and art car are the latest installations in the “Save the World” collection, following a major permanent public mural that was installed in Brooklyn, New York, in May.
D*Face, whose real name is Dean Stockton, said: “It is exciting to work with Kaspersky Lab on this project and create art with a real message of hope for a better future. After all, this is our world and we need to look after it. It will take every one of us to make a real lasting, impactful change. I love the mentality of the DS Virgin Racing Team and that of Formula E by showcasing sport in a way that doesn’t harm the environment, but is still just as exhilarating and fun.
“It is time for us all to stand together and make a change… be that stopping data steals, climate change, plastic waste or using damaging fuels. I want everyone to make a pledge to do one thing that will help make a change.”
As a sponsor of DS Virgin Racing Team, Kaspersky Lab is responsible for protecting the team’s devices against cyber threats. The company sees the technical environment in the global sport of Formula E as the next frontier in furthering its research and development of new technologies to keep vehicles secure in the digital world.
Sylvain Filippi, Managing Director at DS Virgin Racing, said: “The whole team fully supports this great initiative and our thanks got to Kaspersky and D*Face for their collaboration. It’s an honour to have such an innovative artist bring his talents to bear in our team ahead of the season-finale; the car, drivers’ crash helmets and mural all look amazing.”
Aldo Fucelli Pessot del Bo, Head of Global Partnerships and Sponsorships at Kaspersky Lab added: “There is a need for innovation on a global scale, both in contemporary art and in the fast-growing sport of Formula E. Now, for the first time ever, Kaspersky Lab is proudly bringing together the two sectors in an effort to Save the World and unleash creativity, encourage freedom of expression and further innovation.”