Tuesday, December 12th, 2017 | 3 min read
Social media has completely changed the nature of customer care.
Customers are now in control, and their experiences aren’t boiled down to one interaction with a call center representative. They’re built upon a range of interactions across a variety of platforms. And those customers have the power to share those experiences with millions of people at any time.
It’s time for brands to rebuild their care departments accordingly.
In a new whitepaper, we partnered with leading customer care executives to unpack the future of customer care.
Here’s a taste of what they had to say.
Customer Care in an Un-Enterprise World
Until recently, customer care was initiated by unhappy buyers who had a question or complaint about a product. Those inquiries would be handled – not always well – by a siloed department and filed away. Case closed.
As new social platforms emerged, brands simply mapped this strategy onto them. Many didn’t even consider how these new channels could completely transform the way they interact with customers and gather insights.
It’s time for that to change.
“Social media has forced us all to think differently about [customer care] because we’ve all seen the incredible returns,” says Pete Blackshaw, Nestlé’s global head of digital and social and author of “Satisfied Customers Tell Three Friends, Angry Customers Tell 3000.”
“We’ve seen how a little bit of love toward the consumer can amplify your message, lead to a positive review, shape early perceptions about a new product, and impact public discourse about the brand at large.”
New Customer Expectations Bring New Challenges
Customer care on social media is a double-edged sword. On one hand, it opens up the brand to a whole new world of customer interactions. On the other, there are more opportunities for mistakes and PR crises, the smallest of which can bring a company to its knees.
That’s why brands need to put the customer at the forefront of their strategies. They also have to break down the walls around customer care and connect that department with the rest of the organization. Only then can they deliver superior experiences in the right place at the right time.
“Customer care is no longer the cost center of the business; it’s the new price of entry,” Blackshaw says. “If you have any desire to win in areas like e-commerce, direct-to-consumer sales, and marketing, customer care is your best ally – helping you retain customers, nurture advocates, and drive a more profitable relationship.”
As he puts it, “Customer care is your most powerful marketing engine.”
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