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
Now download a bank account
Absa has introduced an end-to-end account opening for new customers, through the Absa Banking App, which can be downloaded from the Android and Apple app stores. This follows the launch of the world first ChatBanking on WhatsApp service.
This “download your account” feature enables new customers to Absa, to open a Cheque account, order their card and start transacting on the Absa Banking App, all within minutes, from anywhere and at any time, by downloading it from the App stores.
“Overall, this new capability is not only expected to enhance the customer’s digital experience, but we expect to leverage this in our branches, bringing digital experiences to the branch environment and making it easier for our customers to join and bank with us regardless of where they may be,” says Aupa Monyatsi, Managing Executive for Virtual Channels at Absa Retail & Business Banking.
“With this innovation comes the need to ensure that the security of our customers is at the heart of our digital experience, this is why the digital onboarding experience for this feature includes a high-quality facial matching check with the Department of Home Affairs to verify the customer’s identity, ensuring that we have the most up to date information of our clients. Security is supremely important for us.”
The new version of the Absa Banking App is now available in the Apple and Android App stores, and anyone with a South African ID can become an Absa customer, by following these simple steps:
- Download the Absa App
- Choose the account you would like to open
- Tell us who you are
- To keep you safe, we will verify your cell phone number
- Take a selfie, and we will do facial matching with the Department of Home Affairs to confirm you are who you say you are
- Tell us where you live
- Let us know what you do for a living and your income
- Click Apply.
How we use phones to avoid human contact
A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.
Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances.
Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?
The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.
In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.
Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.
Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”
To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:
· I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?
With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.
· Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?
Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.
· I’ve lost my phone! How will I keep myself entertained now?
Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.