65% of social media users prefer this channel to the traditional contact centers
  • 65% of social media users prefer this channel to the traditional contact centers

    August 5th, 2015

    By Boriana Dimitrova

    shutterstock_193801097A tremendous customer service opportunity has emerged with the adoption of social media by consumers and the ability for companies to effectively listen to and track conversations about their brands. At TELUS International Europe we call this activity “social care,” and it’s defined as the efforts employees make through social media to care for customers.

    The facts

    Savvy customers are already asking questions on social networks and are expecting responses. These customers are getting faster responses through social channels because companies don’t want to appear unresponsive in public forums.

    An infographic by Provide Support reports some impressive facts about customer service on social media:

    • 65% of social media users prefer this channel to the traditional contact centers (Conversocial)
    • 50% of consumers are now more likely to turn to social media than use a support forum (Conversocial)
    • 74% of customers believe that if they criticize a brand on social media, this leads to a better service (Lithium Technologies)
    • Customers will spend 21% more if they receive good customer service via social media (American Express)

    • 70% of those helped via social media customer service return as a customer in the future (Ambassador)

    Why is social care so important?

    Providing good customer experience is more important today than ever before, as positive and negative word-of mouth spreads quickly on the social web. Companies are now forced to formalize their social care because social media conversations are public, often permanent and can easily go viral.

    How businesses can benefit from social care?

    Increased brand recognition. Every time you share your content, simultaneously you become easier and more accessible for new customers, and more familiar and recognizable for existing customers.

    Improved brand loyalty. By keeping your current customers happy, by responding to their inquiries in timely manner, you are increasing their likelihood to stay with your brand and spend more money over the long term.

    More opportunities to convert. Every post you make on a social media platform is an opportunity for customers to convert and every positive interaction increases the likelihood of an eventual conversion.

    Higher brand authority. The more you build a strong online reputation for timely response, customers will become evangelists and the more valuable and authoritative your brand will seem to new users.

    Improved customer insights. Monitor user comments to see what people think of your brand.

    Reduce cost of customer support. Issue resolution changes from a one-to-one model to a one-to-many model, meaning many people benefit from one informative, well-written response.

    Case snapshot

    For client of ours we implemented social media monitoring in Facebook in 9 languages, available 24/7. Before partnering with us the client had no service level in social media and was experiencing a rather challenging reputation.
    Just within the first month of the start of the project, we integrated the social media support channel including the development of standard answers in 9 languages, clear procedures for escalation, while answering customer’s questions within an hour.

    All these efforts led to increased brand recognition for the client and positive social media postings recognizing the fast responses and efficient customer service. The effective communication in Facebook not only boosted the positive brand image of the client, but also appeared as an incentive for the customers to become more active users of our client’s products.

    BoryanaBoriana Dimitrova is Marketing Content Manager at TELUS International Europe


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