As the festive season gets merrier, there are an increasing number of "get great deals" on smart devices. Gadgets are certain to make up a large percentage of gifts this year and, one can conclude that a high number of tweets will be flying fast and furiously into a more cyber New Year.
This scenario is of great importance to contact centres and the sustainability of a company's brand and reputation in 2016 and beyond.
As more and more customers turn to social platforms to voice their opinions and concerns, it is vital that contact centres up their social media game and view this channel as the great it opportunity it presents to connect with the customer and bolster a brand.
Most importantly, it must be recognised that social media is a quick and real-time tool. Thus, a paradigm shift must be made from a slower and generic traditional response time - and yes, even e-mail here is seen as an "old" form of communication.
"Social media - Twitter in particular - is about immediacy. Brands that just respond casually, in their own time and without urgency, risk jeopardising and harming their customer relationships. As most social media engagements are public, it means everyone can see how a brand handles a situation when a customer does complain, so making sure you get it right first time is essential," highlights Dave Ogden, account executive at Ocular Technologies' partner company, Aspect.
He believes that social media needs to be treated the same way as Web chat: with responses being quick and specific to the customer's needs. "Ultimately, handling complaints via social media should be viewed as an opportunity to connect with customers and showcase a brand's ability to handle pressure and customer interactions. Getting it wrong damages the brand, reputation and relationships. Getting it right, however, is achievable, applaudable and easy to do," he continues.
Social media is an engaging tool that should not be feared. Talking to customers on this platform is the same as making a person feel valued at a gathering through your interest and interaction with them. Your interaction could either result in winning them over, or in them walking away. So give your social post thought and ask yourself: is it prompt, precise and personal?
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