A new way of managing customer relations
The paradigm for customer service has changed little over the past half century. A disappointed customer picks up the phone and calls for support when needed. The biggest changes in customer service technology have been the use of email and online chat - which benefits consumers - and IVR menus - which annoy most consumers.
A new way of managing customer relations is going to develop rapidly in the coming years. Rather than consumers taking their time to ask the company for assistance, the company will take its time to monitor consumer discussions for opportunities to offer help. Today, a complaint posted to a blog, bulletin board, or Twitter is likely to do nothing but encourage dozens of responses that are a variant of “That company sucks.”
A single tweet, YouTube video, or Facebook post could turn as many as 30 people against a company. One in three people (30%) affected by bad service now shares their experiences “virally” via the Internet. As they do so, they impact the behaviour of dozens of their friends: “Are negative reviews on social media expensive?“
Already now there is a clear trend in “how customers’ concerns are addressed“. This trend will grow rapidly in the coming years and even “turn companies into the mom and pop shop of the old days“.
