Customer interaction becomes social
In our post about social media trends we suggested that more and more customer interaction will take place on social networks. Here’s why.
You are endlessly transferred from a robot to automatic response to answering machine. Push 1 for billing, push 2 for tech support… This may ruin your day even if you started out quite OK.
Personal touch makes business sense. If you feel that the person that you are communicating with is someone live, who understands your needs, then you are much more forgiving and open to compromise. Personal touch can fix a potentially explosive situation.
This means that bringing the support staff out from behind the anonymous company logo will give you more satisfied customers and sh*t will hit the fan a lot less often. This does not mean that you have to give in every time there’s a complaint. By simply listening and showing a human face will get you a result that answering machine never could.
When creating our clients’ strategies we usually interview their customers. This has given us invaluable insight how to improve the communication of fix a web site. But one of the most important things I have learned from those sessions is how grateful people are when they see that you are there just for them and you really try to understand them.
Social media will help to scale that personal touch. When a brand is answering somebody else’s problem in a human and authentic way then this act will improve my opinion of that brand. Every touchpoint and channel should be personal and open, increasing the brand value. Social media is the tool that helps you do that.
Image credit Sanja Gjenero
Posted on: January 18, 2010