Social Media for Customer Care
With an ever increasing “online generation” and continued proliferation of smart devices, it makes sense that Customer Service follows suit and gets social. Sounds very simple and very obvious right?
The answer to the question of “how” seems to depend on the business vertical in which you operate. The adoption of social media continues across all age groups and sectors, and the content we are sharing is evolving too. Enterprise businesses are making the radical shift to say, “This can be a more efficient way of doing business.”
In a recent Harvard Business Review blog, a survey of social media users suggested that speed of response was critical to “social support” success and that the user expectation is to see a response within hours. The article does go on to say that 30 percent of social media users surveyed prefer this technology to using the phone. The financial benefits are clear also, with the study citing a social support interaction costing less than $1, compared to email ($2.50-$5.00) and telephone ($6).
EMC Customer Services is seeing a shift away from traditional telephony toward online tools (which allow the customer to multi-task) and self-help utilities – and all indications are that this adoption will continue to increase. Our customers are looking for real data, real-time, and if it can be specific enough to be presented in 140 characters (for example on Twitter from @EMCsupport), all the better.
As data center infrastructure continues to evolve and grow in complexity, providing our customers with the ability to get technical information quickly and through the channel they prefer is more important than ever. EMC Customer Services operates under an Agile Service model in order to achieve this.
The IT industry is changing faster than most right now and is well positioned to lead yet another change in the traditional customer service toolset. At EMC our customers, partners, and employees make up a critical feedback loop, as the recent EMC Elect program launch shows. Leading the charge is critical – but doing it in a customer-centric, community-defined way, even more so.