A social challenge

Phil Thomas, Account Manager

In today’s “always on” culture, social platforms, online forums, and other digital destinations allow customers to publicly – and instantly – voice their opinions and share experiences, good or bad. Social care conversation is on the rise.

Indeed, social media is changing the way we live – from how we get our news, to how we communicate with friends and family or with complete strangers.

Statistics from this year estimate that there are some 3.2 billion social media users worldwide, with that number continuing to grow quickly.

On Facebook alone, there are over 2.32 billion active monthly users, making it the most popular social media platform.

In its infancy, social media had little impact, and was generally only accessed by younger people.  Now, social media is ubiquitous across generations.

One study suggests that some 90% of Millennials, 77.5% of Generation X, and 48% of Baby Boomers are active social media users.

Not only is social media on the rise and rise, we are using it more and more, with users spending an average of 2 hours and 22 minutes on social media and messaging every day. (Globalwebindex, 2018).

It is therefore something than can’t be ignored for any business because, until recently, the speed of communication was limited by the speed of a horse.

Now, in an instant, a bad Facebook post or Twitter tweet can reach millions – and quickly damage your business reputation,

So, one of the best ways any business can benefit from social media is using it to provide the very best customer service.

71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family (Lyfemarketing, 2018).

And it’s not just Facebook and Twitter.  The number of active Instagram Stories users has grown from 150 million in January 2017 to 500 million in January 2019 (Statista, 2019).

But there’s a social media customer service problem because, in general, seven out of eight messages to companies go unanswered for 72 hours, despite 42% of customers expecting an answer within 60 minutes.

It’s a problem that affects large and small companies and organisations.  A large company might have a very large number of engagements that have to be dealt with.  For one of our clients, we receive over 650 Tweets every day.  And that’s just Twitter.

Small companies will have less volume but are also unlikely to have the staff available to monitor social media, or trained staff to deal with enquiries or complaints.

That’s why at SYKES we created an entirely scalable centre of excellence, whose strategic purpose is to ensure that clients remain ahead of customer journey trends.  That’s important because some 67% of customers now turn to social media for service support.

In fulfilling that purpose, the SYKES team works in close collaboration with clients to design social media strategies that support brand values and provide customer satisfaction, in a step-by-step process from pre-implementation analysis, to project management and outcome improvement.

Importantly, by embedding the social media engagement team within our social media Command Centre, and sharing data on a real-time basis with clients, SYKES can monitor, listen and profile social media traffic to give clients competitive insights and actionable analytics.

Having established the Command Centre, we have further refined it to support companies and organisations of all sizes.  We track the volume of mentions and conversations, and enter into those conversations with the correct “voice” to quickly resolve customer issues.

For example, for one client, we grew social media mentions from 250 to over 2,000 mentions in six months, with actionable customer service-related requests increasing to 40% of all mentions.  Importantly, we are achieving an average response time of less than one hour across all actionable mentions compared with over 18 hours at the start of the project.

For another client we grew social media mentions from 1500 to 3000 mentions in four months, with actionable assignments increasing to 99.5%.  Again, underlining the immediacy of social media, we are achieving an average response time of less than three hours, compared to over 48 hours when we were first appointed.

It is a total solution that demonstrably works, providing fast resolution, keeping customers extremely happy, lowering costs, and pioneering an approach that takes a challenge and makes it a corporate opportunity to enhance brand values and customer loyalty.

For more information on SYKES Social Media Command Centre, please get in touch!


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Posted on

November 14, 2019

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