Being digital does not mean serving your customers through digital medium. With this strategy you only end up creating another channel and with millions of customers you might end up in a position when one customer is connecting you over various channels. Embracing digital customer services mean a lot more - developing and creating meaningful 1:1 relationship or supporting a brand determined to be a cultural change agent.
You will always have some customers at the far end of the spectrum who would still want to be in touch with you through traditional medium. Segmenting your customers and fine tuning the digital customer service strategy is essential. Customer services units also needs to educate customers and incentives them to connect through digital channel which is a win-win for both companies and the customer.
The benefits of having a completely digital customer services unit are :
A noteworthy example here would be how Skype manages its entire customer services through online communities and analysis based support center.
A 2013 McKinsey report found that 65% of social media users prefer digital options when seeking product and service information and support. No surprise, then, that Hubspot research found that 62% of brands used social media to address questions and comments in 2013, more than twice the 30% doing so in 2012.
Social and other forms of digital customer service and support are make-or-break operations for global brands. The digital option can reduce CRM costs, speed response times and improve customer satisfaction and loyalty. That’s the good news.
Here’s the less-than-good:
If you still need more convincing there is a plenty of fact on what social customer service is really worth: stats
Author: Debaleena Debnath and Suraj Poddar
Debaleena is a digital media consultant @ speradigital.
Suraj is the founder and CEO of speradigital.
To know more about our services, please click here.
Follow us Linkedin, Facebook and Twitter.