Monday, June 26th, 2017 | 8 min read
The importance of customer care is rising. 56% of global consumers say they have higher expectations now than they had just a year ago. For millennials, the number grows to 68%.
Tech companies stand at the forefront of modern enterprise and innovation, arguably heightening already-lofty expectations. Customers expect tech companies to be at their beck and call for everything from device setups to technical issues.
The signs are ominous for companies that fail – 80% of consumers have stopped doing business with a company because of poor experiences. Those who succeed, however, can leave a lasting impression that leads to greater customer loyalty and reputation.
Here are five tech companies on the cutting edge of social customer care – as determined by Sprinklr Business Index® (SBI®), which measures and analyzes the breadth of public interactions between brands and consumers across social media.
According to Pew Research Center, nearly 20% of American households are “hyper-connected,” with 10 or more connected devices such as cellphones, laptops, and tablets. Therefore, antivirus software is highly important to consumers who want to know that their private information is protected from various threats.
AVG is a leading antivirus software provider, and on social, the brand faces many device-specific questions from customers who run into technical issues.
The company uses Twitter’s Direct Messaging feature to move customer conversations to a private setting, ensuring customers that any sensitive information they share is secure.
Please provide us your registered email address through private message, so that I can check this for you. Thank you^RK(2/2)
— AVGFree (@AVGFree) June 12, 2017
AVG has an overall SBI® brand score of 9.1, and a response rate of 36%. The company’s impressive performance reflects its commitment to safeguarding customers and their devices.
The gaming industry is big business – in 2016 global revenue passed $100 billion for the first time. Blizzard Entertainment is a leading player, developing popular games like World of Warcraft.
On social, Blizzard has a central Twitter account (@Blizzard_Ent) and a dedicated account for customer care (@BlizzardCS). Blizzard uses its main account to display in-game footage, product announcements, and industry news. The separate care account provides a user-friendly destination for customers with specific questions.
What platform? ^JH
— BlizzardCS (@BlizzardCS) June 13, 2017
Blizzard also highlights its customer support availability in the bio of its care account. Gaming is not constrained by day or time, and the company is available whenever customers happen to reach out.
Blizzard takes an average of two hours to respond, with a response rate of nearly 20%.
One of the core components of memorable customer care is personalization. As many as 77% of consumers who have personalized interactions with a brand are likely to recommend that company to others.
By responding to customers in an authentic, human fashion, brands can strengthen loyalty.
Lenovo brings personalization to the table across social media. On Facebook, the electronics brand thanks customers for their long-term loyalty.
On Twitter, the brand makes conversation with customers about wholly relatable experiences.
Nothing worse than having to move once you get comfortable! Good call on the extension lead!
— Lenovo (@lenovo) June 12, 2017
Perhaps most important, the brand provides exemplary customer care on Twitter. Not only does Lenovo offer to move matters to Direct Messaging, it also adds a signature at the end of Tweets (in this case, Mark_Lenovo). Adding a name immediately personalizes the customer interaction.
Could you initiate a DM and provide the model of the device for us to check and provide resolution? Mark_Lenovo https://t.co/bIyS9RnV17
— Lenovo (@lenovo) June 9, 2017
Lenovo has an overall SBI® brand score of 8.6 and a perfect 10 care insights score, both of which are category leaders.
Transparency is a central aspect of Skype’s care account. The brand Tweets updates related to any technical difficulties to ensure that customers are in the know.
The company also follows up to confirm that services are up and running across the spectrum.
Sweet! Will let our teams know their efforts were fruitful, thanks for letting us know!
— Skype Support (@SkypeSupport) June 13, 2017
On its primary Twitter account, the brand is not afraid to have fun with customers.
Personality shines through as conversation with customers flows for hours on end.
That’s because bass fam is the best fam! 💙
— Skype (@Skype) June 11, 2017
Emojis are a staple of Tweets, as well as personalized visuals.
We hope it didn’t spoil the moment. pic.twitter.com/ZTB4fSQzST
— Skype (@Skype) June 13, 2017
Skype has a care insights score of 8.2 and response rate of 12%, which are both strong figures among computer software companies – indicating that Skype’s multi-faceted approach to customer care pays off.
A combination of personality and speed ensures that T-Mobile meets customer care expectations on social. Notable for its rebellious ‘un-carrier’ brand identity, T-Mobile takes personalized interactions to another level.
The brand has two Twitter accounts: a primary account (@TMobile) and a dedicated care account (@TMobileHelp). Although both accounts answer a host of customer queries, it is the care account that really shines.
On both Facebook and Twitter, T-Mobile customers recieve responses almost instantly. Many responses from the T-Force even contain their full name and some background information.
— T-Mobile Help (@TMobileHelp) June 13, 2017
T-Mobile’s drive for personalization and rapid response times contribute to its success in customer satisfaction and overall service. In fact, Nielsen’s Mobile Insights report ranked the brand #1 in customer service satisfaction among wireless service providers.
T-Mobile has a brand score of 8.1 and a response time of just nine minutes. Its detailed, speedy approach to customer care is a winner.
Every customer care interaction gives brands an opportunity to build meaningful relationships and lasting loyalty with customers. And today, social media gives brands the opportunity to do this at scale.
Whether it’s using a separate care account or creating personal interactions, a clear and actionable strategy is crucial and it’s clear that many tech brands are rising to the challenge.
SBI® statistics were pulled on June 13, 2017
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