Getting the Honest Truth- How Social Intelligence Reveals What Customers Are Really Saying
We all want to know how our customers feel about the level of support they are receiving, however the way we obtain customer satisfaction feedback has changed over the years. 30 years ago, the label of customer support was non-existent. When you needed to contact a company for assistance, you’d call a company and hope that you were able to reach somebody who could help you. In the early 80’s the term “Customer Service” began popping up and consumers knew they could call a company and speak to a person who could assist them. In the 90’s the name changed to “Customer Support’, as companies realized that their customers wanted a wide range of support that reached well beyond the realm of customer service, yet the only way to get immediate assistance was to call the company. In the past ten years, the ways to communicate with a customer support department has evolved from calling to emailing, live on-line chatting and even tweeting to receive assistance.
Just as the way we provide support has changed, the way we receive feedback has equally evolved. Early on the only way companies received feedback was when customers called, and typically those calls were in the form of complaint calls. In the 90’s companies started proactively soliciting feedback from their customers, in the form of surveys. While surveys were a good way to measure customer satisfaction, the results tended to be negative. Today, companies can find out what customers are saying about their company, products and/or services by seeing what is being said about them on the Internet. While people use the Internet to vent their frustrations and/or concerns about a company, products and/or services, they also sing the praises of a company and its offerings on their blog, Facebook or Twitter pages.
I’ve been leading customer support organizations for more than 25 years, and for the first time in my career I can find out exactly what customers are saying about the level of support they are receiving, just as many of our customers leverage our technology to see, firsthand how their customers feel. Social Intelligence allows us to obtain real-time data which means we no longer have to rely on hoping that customers will complete surveys, as we can now obtain immediate feedback.
Leveraging Social Intelligence also provides us the ability to quickly react to changes in the day-to-day operation of our support organizations, as we can quickly identify trends and respond to issues like never before. I’m curious how social media has changed your support organization and how you’re using it to gauge your success?
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