One of the most important contributions the contact center makes to the businesses it supports is the ability to positively impact the customer experience thus positively impact the company brand. In fact, in a recent article published in ICMI, it was reported that “95% of businesses indicate their customer care has a direct impact on their brand image.” Obviously, the contact center is a powerful tool, for good or ill, based on the customer care they provide. However, another powerful tool for building brand image is Social Media. Social Media has become an integral part of our daily lives and as it has gained popularity and influence, businesses have wisely embraced it…..but how does the customer care provided in the contact center impact social media? That’s a good question and one we will explore, along with others, in this post.
It’s interesting to note that the same article mentioned above had this to say about customer preference and social media.
“According to statistics, 90% of social media users have used social media to communicate with a brand, and 63% of customers expect companies to offer customer service on social media. In fact, social media is the most preferred customer care channel, as 34.5% of customers prefer social media for their customer care needs. Website/live chat was second on the list with 24.7% preference, and email 3rd, with 19.4% preference. As for the conventional telephone call centers, they are only preferred by a shrinking 16.1% of current consumers. The trend is clear: customers want customer care via social media and this is just one reason call centers need to embrace it in 2018.”
How Does the Average Consumer use Social Media?
We’ve established that a majority of those using social media have used it to communicate with a brand, but how are they using social media? According to a study by NewVoice Media, 31% of customers post a comment online after having a bad experience with a brand. Unfortunately, all too often social media is used to complain, which quickly spreads negative reviews about a particular brand. A study by Dimensional Research reported that 86% of people researched said they are swayed by negative reviews. Here are some other interesting facts detailed in this report:
- Men tend to be less patient than women while waiting on a customer service agent to respond to their need.
- Women are more likely to be vocal about their experience online.
- Women are twice as likely to share negative reviews rather than positive
- Younger consumers, aged 16-24, share more frequently about customer service on social media.
While these statistics may seem a bit negative, the good news is that when social media is used to publicly praise a brand, the results can be just as significant. In fact, a full 90% of respondents researched stated that positive reviews influence them to purchase a brand.
How Can the Contact Center Help?
Let’s get back to our earlier question of “how does the customer care provided in the contact center impact social media?”. Well, it can directly influence the narrative that is shared on social media. As stated above, about 1/3 of customers use social media when engaging with a brand and often this can be used in a negative way. However, if the contact center is focused on the customer experience and ensuring that the customer’s problem has been solved, that will directly influence what is shared on social media.
Here at Centris, our number one priority is the customer experience. We know that a satisfied customer is the best way to raise the image of any brand. As we have prioritized this over the last twenty years, we have consistently seen how this not only strengthens the brand’s image, but it also boosts sales and builds loyalty over time.
If you’d like more information about how Centris can ensure your brand is always represented positively across all communication channels including social platforms, contact us; we’d love to work with you.
