Social media has changed the way we interact not just with each other but with businesses too. Businesses that used to be reachable only via a phone call can now be contacted anytime, anywhere, with your smartphone. But just how much has social media changed today’s customer experience?
There’s no understating it, social media completely transformed the customer-business relationship. From near-instantaneous responses to personalised interactions, social media has shown consumers a new kind of experience.
Let’s look at each aspect in more detail to understand this phenomenon.
Social media has made it easier to resolve problems
Back in the day, complaining to a company usually meant ringing their customer service line, sending a letter through the post or composing a lengthy email. Not only were these methods time-consuming but the process was also rather impersonal.
Today, all you need to do is send them a private message on any of their social media channels, which usually include Facebook, Twitter, and WhatsApp. The process is usually very quick and allows you to do something else while you wait for a response. And once you hear back from the business, it usually doesn’t take long to resolve the issue.
This kind of evolution has significantly benefited online casino. Not only can players comfortably and privately play their games but things like depositing, cashing out and other services have been streamlined and can be instantaneous.
This means that players from all around the world can log in and play their favourite games on the fly from their own personal smartphone. They never even have to get up out of their chair if they prefer not to. Plus, they often get deposit bonuses and free spins for signing up.
Social media provides free and instant customer feedback
Because social media connects customers and businesses directly, collecting raw feedback is more accessible than ever. Customers love to share their thoughts online and usually take the first opportunity to let the business know of their opinions directly. For companies, this is valuable customer information handed to them on a silver platter.
With this information, businesses can quickly adjust their decisions and operations based on customer responses. Suppose an online retailer reduces the number of hours their social media team can talk to their followers, in that case, they’ll immediately find out if customers approve of this change or not.
Businesses can also use social media to conduct impromptu polls for preliminary product studies. Instead of throwing caution to the wind and hoping they’re targeting the correct demographic, social media can inform them immediately if the idea is a bust.
Social media allows businesses to maintain constant communication
Some people might say that being on social media constantly is draining but the opposite is true for companies. If an entity fails to respond to customer queries within a reasonable timeframe, it won’t take long for customers to spread the word about their experience everywhere.
For customers, reaching a business immediately can feel very satisfying. It’s freeing to know you can leave a message and they’ll respond once they see it. You can even leave details ahead of time to expedite the service. This is an experience you won’t ever get over the phone.
Social media customer service is easier for employees, too. Though it may sound counter-intuitive, handling multiple online queries simultaneously is easier than it sounds. Employees can always pause a conversation as they move to another one⎯a technique they couldn’t utilise if they were call centre employees.
Constant communication doesn’t have to be just for complaints, either. For example, look at the Twitter account of the American fast-food chain Wendy’s. The account is well-known for its entertaining ‘savage roasts’, much to the enjoyment of anyone who sees them. That constant communication proves that the company has a personality and isn’t afraid of banter.
Should businesses abandon non-social media communication channels?
Social media might sound like a cure-all for businesses but it’s far from one. Just because a large portion of the customer base is online literate, doesn’t mean they will insist on it. Unless you’re targeting a specific age group for your ideal customers, leaving traditional means of communication available shows that you care about their preferences.
Sometimes, articulating the problem orally over the phone makes more sense than typing it online. Not everyone can effectively turn their thoughts into words; not having a traditional communication channel does risk alienating some customers.
Instead, businesses should focus on providing customers with multiple ways to contact them. At the end of the day, people are creatures of habit ⎯ they’re happier when they can express their feelings the way they know best, social media or otherwise.