Immediacy. That’s what it’s about. Immediacy.
In the just published Customer service goes social in India article, a survey showed that consumers in India are using Social Media to complain directly to companies (not just about, but to companies). Their rate of interaction (44%) directly with companies is much higher than in the UK and US.
Why? Immediacy. The long wait times to get a company representative on the phone is so aggravating that consumers prefer to go to Social Media. The ease with which complaints can be voiced via Facebook and Twitter, the speed of sending the message (literally and figuratively), and the speed of expected response are much faster via Social Media.
So customers want speed. They want to be able to vent. They want to be able to interact with a business, a person. They want resolution…fast.
With customer expectations changing, speeding up, what are you doing to speed up your organization’s response rate? Do you measure speed of answer (not just on the phone) via your website, via e-mail, via Social Media, in your storefront?
You should. Your customers have an internal clock, and it’s always ticking.
Understand customer expectations. Measure performance. Improve…continuously. Do it with…immediacy.
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