But for the rest of the issues your brand faces on digital channels, deciphering the Social Media persona of the customer you are dealing with can help your team create the right processes to deal with every different Social Personality type. At first glance, the quiet sufferer may seem relatively harmless. They simply decide that “ain’t nobody got time for that,” and move on without expressing even a hint of unhappiness. Secondly, by promoting your care channels that are more engaging and require less effort can encourage these customers to reach out, because you’re there, they’re getting answers and resolution is easy. If you have, you know that it may be the most stress-inducing service issue there is. Having well-trained staff, with a thought-out playbook, is the greatest brand insurance when faced with livid social media customer posts. Also, by offering a private channel, you can deflect the volumes on more public channels to let your most disgruntled customers find resolution and solace in private. In less than 3 months after launching Facebook Messenger as a service channel, Sprint saw a 31% increase in private messages and conversely, a 23% decrease in public comments on Facebook. At the end of the day, delivering humanity at scale is the kind of service that will resonate with your customers, regardless of their personality type. Technology should allow your brand to show up everywhere at all times and then get out of the way when the human touch of your well-trained service agents is required.
There are undeniable trends in the way customers relate to
brands over Social:
- The move from public conversations to private messaging
- Expectations for fast, efficient resolution
- Social brand-shaming for escalated issues that are
mishandled - Correlation between service experiences and customer
loyalty
Yet, regardless of stats, figures and trends, each customer you
serve is different. These unique customers come with their own
issues, expectations and past-service baggage. Yes, simple password
resets and other repetitive queries are pretty much a “one size
fits all” service experience. But for the rest of the issues your
brand faces on digital channels, deciphering the Social Media
persona of the customer you are dealing with can help your team
create the right processes to deal with every different Social
Personality type.
At first glance, the quiet sufferer may seem relatively
harmless. This customer make no noise, provide no indications of
why they are displeased with your product, service or anything else
for that matter. They simply decide that “ain’t nobody got time for
that,” and move on without expressing even a hint of
unhappiness.
Perhaps the idea of engaging with cumbersome self-service menus
that seldom result in real answers is overwhelming. Or perhaps the
inkling that a phone call will connect them to a shouting match
with a robot that refuses to dispatch their query in the right
direction is enough to make this silent customer skip the
headaches, save some time and simply move on with their lives and
their patronage.
There are a few things brands can do to convert these silent
sufferers into service-embracing, brand advocates. First of all,
pay attention to the business insights you are collecting from all
service channels. Having smart analytics set up with agile
processes and a proactive approach to service can help nip problems
in the bud before they become full-blown loyalty crushers.
Secondly, by promoting your care channels that are more engaging
and require less effort can encourage these customers to reach out,
because you’re there, they’re getting answers and resolution is
easy.
When you think of this customer, an image of a Type A,
multi-tasking, high-performance person should immediately come to
mind. As customer expectations are set higher and higher, more and
more of your customer base will fit this demographic. While having
three different apps open on their phone, this efficient,
time-focused customer will prefer self-service as long as it helps
to get their answer faster.
Humanity is not lost on this customer group, but certainly not
the most important part of their experience. Tools such as Live
Chat, Messenger and SMS will go over well to drive customer
satisfaction with this demographic because of the comfort of these
channels, the immediacy in which your brand is expected to respond
and the effortless escalation to real human interaction of someone
who can just get the job done.
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