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Improving customer experience through social media

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Improving customer experience through social media

The digital era has certainly given us many benefits and savings in time, money and effort. That is why now we want everything faster, we seek solutions to our problems as soon as possible.

 

As users many times we think twice before calling customer service phones and waiting on the line while a machine redirects us to where we will then have to wait for an executive to answer.

Although the phone seems to be the most immediate method, many companies are turning to support in social networks, as expressed in this interesting note by Enrique Dans:

 

As is often said in most social media courses, the first company to decide to invest in the development of a Twitter-based customer service system was Comcast, as a result of the personal initiative of a Frank Eliason virtually become a celebrity From that strategy.

 

The story of Comcast, which obviates the obvious fact that other companies then used Twitter to answer their customers even if they were not so well known or did so in a structured way, was detailed by Shel Israel in Chapter 4 of his Twitterville, And was carried out through an account, @ComcastCares, attended by multiple operators who, in full 2008, with a Twitter just launched, began to invent the codes and tricks to be able to raise an activity as customer service through a So minimalist tool. Issues such as using the initials as a tweet signature, or the background to put the picture of the active operator were becoming common practice, as they talked and exchanged conversations about the problems of customers.

 

Also Facebook, in a natural way in the course of its evolution, was at a given time with a quite habitual use as a tool for customer service, which grew as the social network became almost ubiquitous. After the acquisition of WhatsApp, the company considered that one of the few possibilities it could have of putting in value a company that had as part of its founding mission to not advertise or distract its users with anything other than communication ( That “no ads, no games, no gimmicks” scribbled by Brian Acton in a paper intended for his co-founder, Jan Koum) was to pose its use as a customer service tool for companies, a reinterpretation of call center features but adapted to Instant messaging, which customers could use to target companies, as previously companies such as Line, Viber or WeChat in the Asian market, or Facebook itself with Facebook Messenger in the United States.

 

This dual possibility of interpretation of customer service, divided between the use of social media tools such as Twitter or Facebook or instant messaging tools like WhatsApp and the like, raised the possibility of a public use, in which the whole conversation or Part of it developed in the eyes of all the followers of the affected user’s account, in front of a private one and much more similar to the traditional call center, in which the interaction took place in a private forum, with the only difference Which generated written evidence. The possibility of choosing one or the other channel, however, although it existed for the user, was not such for the companies, that they simply tried to serve their customers through the channels that they wanted to choose. Since customer service tends to have more impact on problems than good products or services, most companies would probably have chosen the option of “washing dirty rags in the house.” Many users, on the other hand, faced with the possibility of applying a greater level of pressure on these companies to certain problems, or at least preventing other users about them in a certain “exercise of solidarity”, tend to opt for the Use of public channels, which in certain cases, depending on the level of popularity of the affected or their followers, can trigger genuine reputational problems. The option of not being or not answering, in any case, is almost always worse, and generates mentions that, in case of not being attended properly, can turn into nightmares in terms of SEO.

 

Twitter, aware of its value proposition as a tool for customer service, has just presented a benefit that allows the incorporation of direct messages to the possibility of presenting to the user the name and photograph of the person of the company that is attending them, in An attempt to make that interaction have more human and personal connotations. The tool is not automatic use and requires integration, but brands interested in adopting it can request it through a form and, in case of having the status of verified, obtain it quickly.

 

The idea is certainly intended to give companies that bet for a differentiation with respect to those who prefer to explore the use of chatbots or other conversational tools based on artificial intelligence, which are lately in a peak of popularity derived from the availability each Increasingly ubiquitous natural language processing systems becoming simpler, cheaper and more efficient. Chatbots, however, should no longer be considered as those awkward attendees of the past who simply served, in the best of cases, to redirect queries: now, thanks to those greater abilities to recognize the elements of language, allow far more ranges And are popular with ever-widening segments of users – even those, usually the younger ones, who come to prefer them actively because they do not involve bothering a person of flesh and blood on the other side. This factor, together with the interest in not neglecting any potential channels of communication, means that the different options will end up being combined or offered together on a good number of occasions. If you thought offering customer service was simply putting a phone number on your advertising, go thinking about it again … ”

 

Dans, E. (23 de febrero de 2017). El servicio al cliente en la era de la web social. Recuperado de: https://www.enriquedans.com/2017/02/el-servicio-al-cliente-en-la-era-de-la-web-social.html

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