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
Projection tech transforms retail
By TIMOTHY WILSON, visual imaging business account manager at Epson South Africa
Display designs, such as those found in retail stores, are no longer confined to static visuals on pull-up banners, 2D print and posters. The increasingly popular use of projection technology has ushered in new and exciting ways to create immersive displays using rich media and high-quality visual content to go beyond the four walls of traditional marketing.
In the past, projectors were lamp-based and prone to failure when used in a harsh environment, such as a retail store. Today, newly introduced laser projection technology has unlocked a range of capabilities.
Transforming the way brands engage with audiences
Creative techniques such as projection mapping, which can be described as the projection of video, animation and other colourful displays onto 3D surfaces, have completely transformed the way brands engage with audiences and can live in retail spaces, concert halls and even sports stadiums.
Projection mapping offers venues wide-spread creativity in using lighting in small or large environments, as was the case with Epson’s showstopping kinetic portal, which implemented projection mapping on a 360 degree vortex at the largest AV and systems integration show in the world – Integrated Systems Europe 2019. Driven by a new, affordable generation of projectors, mapping not only covers flat walls and traditional projections screens but also irregular shapes, objects, and even entire building façades.
When projecting on a larger scale, such as at events and music concerts, the process of visually combining several projectors to display one single seamless image might sound simple enough in principle but can prove to be a challenging task in reality. To overcome this challenge, experiential marketers are adopting the use of image edge blending, which refers to the process of stacking multiple projectors to create a single overlapped projection that appears continuous and clear.
It’s due to these advancements that displays in retail and events no longer pivot just on aesthetic appeal but can now deliver immersive consumer experiences that drive engagement and increase foot traffic. This is starting to drastically change the way that retailers, events and even restaurants host, engage, entertain and communicate with their audiences.
Projection is driving growth in experiential marketing
Consumer interest in the transition towards projection has seen this technology take centre stage at leading retailers such as Mall of Africa, events by brands such as ABSA and restaurants like Saint, transforming their environments into immersive spaces through projection that displays captivating imagery and video.
Saint restaurant in Sandton has pushed the boundaries of branding and displays, transforming all surfaces into a visual delight. Patrons entering the restaurant are greeted by a visual experience within a dome, featuring a series of moving, constantly changing artworks – such as a starry night sky or a replica of the Sistine Chapel – projected onto walls and the ceiling.
In fact, EventTrack research, which showcases the current state of marketing around the globe, highlights the continuous growth of event and experiential marketing. It notes that high-quality projection technology, more specifically its ability to emit stunning visual experiences, has grown in popularity to become the go-to tool for event organisers and retailers looking to captivate and engage with consumers.
The future of projection technology
Projection technology has proven to be an outstanding, much more cost-effective and reliable form of marketing collateral – setting an entirely new standard for high-resolution projection.
Sandton City recently embraced this market-leading technology with the installation of a virtual aquarium in its Centre Court. This installation centred on creating a 3D mapping concept that enabled shoppers to select an undersea creature from a touchpad to swim across digitised hoarding.
With capabilities to meet the demands of large-scale projection and the ability to effectively transform the way brands remain visible at shopping malls, restaurants and retail spaces – the unprecedented imaging power of projection technology has set a considerably high bar when it comes to retail and event displays.
Epson, which is not only pioneering imaging technology and innovative projection solutions, is also the market leader when it comes to high lumen laser projection, having recently announced its 30,000 lumens laser projector (EB-L30000U) which will officially launch in 2020. This high-end installation laser projector, complete with 4K enhancement, is aimed at rental and staging companies, hospitality markets and visitor attractions, which is yet another progressive step towards transforming the way marketers engage with their consumers in the 21st century.
GoFundMe hits R9bn in donations for people and causes
The world’s largest social fundraising platform has announced that Its community has made more than 120-million donations
GoFundMe this week released its annual Year in Giving report, revealing that its community has donated more than 120-million times, raising over $9-billion for people, causes, and organisations since the company’s founding in 2010.
In a letter to the GoFundMe community, CEO Rob Solomon emphasised how GoFundMe witnesses not only the good in people worldwide, but their generosity and their action every day.
“As we enter a new decade, GoFundMe is committed to spreading compassion and empathy through our platform,” said Solomon in the letter. “Together, we can bring more good into the world and unlock the power of global giving.”
The GoFundMe giving community continues to grow with both repeat donors and new donors. In fact, nearly 60% of donors were new this year. After someone makes a donation, they continue to engage with the community and give to multiple causes. In fact, one passionate individual donated 293 times to 234 different fundraisers in this past year alone. Donations are made every second, ranging from $5 to $50,000. This year, more than 40% of donations were under $50.
GoFundMe continues to be a mirror of current events across the globe. This year, young changemakers started the Fridays for Futuremovement to fight climate change, which led to a 60% increase in fundraiser descriptions mentioning ‘climate change’. Additionally, the community rallied together to support one another during natural disasters like Hurricane Dorian and the California wildfires, where thousands of fundraisers were started to help those in need.
The report includes a snapshot of giving trends from the year based on global GoFundMe data. It also includes company milestones from 2019, such as launching the company’s non-profit and advocacy arm, GoFundMe.org, and introducing GoFundMe Charity, which provides enterprise software with no subscription fees or contracts to charities of every size.
Highlights from GoFundMe’s 2019 Year in Giving report include:
- Global giving trends and data
- Top 10 most generous countries
- Top 10 most generous U.S. states and cities
- Biggest moments in 2019
To view the entire report, visit: www.gofundme.com/2019