The Heartbeat of Customer Experience!
Customer service today is the heart of customer experience.
By leveraging Social Selling and Social Media you can transform your customer service!
How to Change from being "Reactive" to being "Proactive".
By now we all have an idea what “Social Selling” is...
In simple terms, it’s using social media platforms and online tools to reach, engage, and ultimately sell to customers.
Customer experience can be more complex in that a prospect or a customer's experience speaks to every part of the customer journey from beginning to ongoing support and customer service.
For both sales as well as customer service the primary tools have always been using email and phone calls
Most customers do not respond well to either of these tools as their preferences have radically changed
Even though most B2B companies have not yet come to realize this, here are some links to further support what is already common knowledge to the B2C & the retail sectors
Millennials prefer texting
Communication channels most used in 2020
Customer service today is at the heart of the customer experience
By leveraging social selling and social media you can transform your customer service from being "Reactive" to being "Proactive"
Instead of getting back to customers by email you can respond in real-time conversations that capture the customer's immediate needs while providing an amazing customer experience through whatever online channel your customers prefer
Using social sales techniques and skills as part of our customer service process can be a great way to improve the customer experience
Before we can begin to do this we need to understand the actual customer journey for your business
If you think about your customer’s journey in 2020 it might look something like this:
Customer Journey Mapping
“Varies by demographics as based on averages”
You’ll note that this journey did not begin with a cold call or any disruptive form of advertising.
This journey began with information that “pulled-in” the customer by way of the digital world we live in. There are now “3” full generations of customers who have grown up depending entirely on our digital online world. Further, Boomers are now online as much or more than millennial's meaning 90+% of your customers are online!
By comparison, think of it this way, your subscribed email list only reaches the people who have subscribed. This is push marketing. Many in generation X, Y, or Z very rarely use email.
Now, when we post content that is optimized for customer search via SEO we are Pulling them towards their own interest.
Further and more importantly when they like, share, and comment, ("through active engagement"), many more in fact, exponentially more people see it beyond our own networks.
So if our subscribed email list has an open of 10% while our content has an engagement rate of the same 10% but is posted across our teams who have another wave of engagement. How far did our posted content reach?
Much further and broader than any email could ever hope too!
No matter how large the subscribed list may be. Now can an email be shared, yes...but this does not even come close to matching the exponential reach of social media.
Not even close!
The potential reach through the network of your organization and its teams dwarfs any other method available.
This leverages “Employee Advocacy” but that’s another topic for another day!
How does this impact the customer experience?
So, the customer experience needs to be smooth while it travels the customer journey most of our customers now take
Therefore, phone calls and emails will not be as effective as the digital route your customers expect
Sending emails to a generation that does not use them, or calling people who rarely take calls is simply not effective.
Relying on these tools alone will lead to a lower level of customer experience and provide much poorer customer service reviews.
Customers today want to deal with people that are online and available to help them when they need it. The world has truly become “On Demand”, for all needs and expectations
You might have noticed that many customer reviews focus on the time it took to respond and the ability to communicate efficiently with them
So how does this new customer service process look?
Here’s the good news, it can be much more cost-effective and much more focused on new revenue generation than ever before.
Lower costs and higher revenue, that’s a good start.
Further, your customer attrition rates will be lower while account growth will be higher
Now your teams can be outfitted to work entirely virtually, or on-site, or some combination, whatever works best for your business and your teams
The total customer experience can now be built around highly interactive teams that can truly help customers in real-time. Further, not only are your customers directly connected but so are your teams, providing a world-class "Top Drawer" customer experience
Being online and 100% connected allows for instant access to all the information and data they need to fully support your customers
All interactions are now online in real-time automatically updating all of your systems and maximizing revenue opportunities
How does your current customer service experience compare?
Are you getting great customer reviews on a consistent basis?
Now you know why!
Rick Rea &