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
South Africans are searching in the dark, according to the latest Google Search trends.
With more 1 million search queries generated in the space of 76 hours, load-shedding was by far the top trending search on Google South Africa this week.
Valentine’s Day came a distant second.
After news emerged last Sunday of the impending stage 3 load shedding, South Africans had generated more than 1-million load-shedding search queries by the time Tuesday came around:
- “Loadshedding schedule” – generated more than 100k searches on Sunday
- “Load shedding schedule” – generated more than 100k searches on Sunday
- “Eskom load shedding” – generated more than 100k searches on Sunday
- “Load shedding Cape Town” – generated more than 50k searches on Sunday
- “Load shedding schedule” – generated more than 400k on Monday
- “Load shedding Johannesburg” – generated more than 20k searches on Monday
- “Load shedding schedule” – generated more than 200k search queries on Tuesday
Leading up to Valentine’s Day, South Africans generated close to 300k search queries related to the romantic festival, including searches for quotes and gift ideas:
- “Valentines Day” generated more than 100k search queries on Thursday
- “Happy Valentines Day Images” and “Valentines Day Images” generated more than 10k search queries each on Thursday, with “Happy Valentines Day 2019” generating more than 20k search queries on Wednesday
- “Valentines Day Specials 2019” generated more than 5k search queries on Thursday
- “Love quotes” generated more than 5k search queries on Thursday
- “Valentines Day quotes” generated more than 100k search queries and “Valentine messages” generated more than 50 000 search queries on Wednesday
Search trends information is gleaned from data collated by Google based on what South Africans have been searching for and asking Google. Google processes more than 40 000 search queries every second. This translates to more than a billion searches per day and 1.2 trillion searches per year worldwide. Live Google search trends data is available at https://www.google.co.za/trends/hottrends#pn=p40
Thanks to the growing popularity of video-on-demand services, there’s a new opportunity to help kickstart the careers of local filmmakers.
Numerous Hollywood blockbusters (District 9, Tomb Raider 2018, and The Avengers: Age of Ultron to name a few) have featured substantial shoots in Johannesburg and Cape Town. While providing great opportunities for SA’s production talent, aspiring writers and directors don’t get the same benefit.
So where can local creatives showcase their work? Broadcast TV isn’t a natural home for unknown short films, and while self-publishing platforms are readily available hosting options, it’s tough to get noticed and get traffic when competing with videos from across the planet.
But with the emergence of video-on-demand services into the mainstream, there’s now a solution. The African film school AFDA has teamed up with the streaming service Showmax to give local talent a much larger platform than ever before. From 18 February, eighteen of the best recent short films made by AFDA students from their Johannesburg, Cape Town, Durban and Port Elizabeth campuses will be live on Showmax. Drama, documentary, fantasy, and animation are all represented, in pieces running from under eight minutes to almost half-an-hour long. The full list of movies is included below.
Teresa Passchier, CEO of AFDA, said: “AFDA, Africa’s number-one school for the Creative Economy, is proud to kickstart this exciting and meaningful journey with Showmax and AFDA students, ensuring emerging young African filmmakers’ voices are heard and given a platform. It’s ground-breaking to share young, local, culturally relevant content on the same platform as Hollywood blockbusters. I am certain that this unique initiative will serve to boost and develop the African film industry and the careers of many young South African and African students alike.”
Included in the short films coming to Showmax are the award winners Junior and O-Puncha. Junior, directed by Bert Dijkstra, picked up the Audience Award in the Made in South Africa Competition at the shnit Worldwide Shortfilmfestival Awards 2017. O-Puncha, directed by Adam Hansen, won two awards at the 5th annual Eldorado Film Festival: Best Student Made Short, and Best Editing – Alexander La Cock.
Another celebrated film is Sicela Amanzi directed by Mlu Godola, which talks to the subject of water shortage. The film’s heroine Zoleka is a mild-mannered young woman forced to go to extreme lengths when a small community’s only source of water unexpectedly collapses. The power of films like this is they shine a light on critical topical issues in new ways.
Speaking about working with the film school, Candice Fangueiro, Head of Content for Showmax, said: “There’s
AFDA is an Academy Award-winning institution, founded in 1994, and the first and only African film school to win an Oscar – for the Best Foreign Student film in 2006, the postgraduate film Elalini, directed by Tristan Holmes.
The full list of AFDA short films coming to Showmax is as follows:
|Lullaby from the Crypt||Keenan Lott & Raven Davids||Animation|
|Ko Ga Cherenyane||Sibonokuhle Myataza||Documentary|
|Mallemeule||Jaco Van Bosch||Drama|
|Canal Street||Brodie Muirhead||Drama|
|On the Fence||Warrick Bews||Drama|
|The Righteous Few||Lindo Langa||Drama|
|Hlogoma Peak||Luke Ahrens||Drama|
|Frozen Flame||Cameron Heathman||Animation|
|Wolf||Brett van Dort||Fantasy|
|The Walk Home||Sisanda Dyantyi||Drama|
|Doreen||Luvuyo Equiano Nyawose||Drama|
|Sicela Amanzi||Mlu Godola||Drama|