It was May 2001 and I was just kicking off my first contact center software implementation as a project manager. Consumers were rapidly adopting email as an innovative communication method and big companies were trying to figure out how to manage this incredibly modern support channel.
Overnight major brands were receiving millions of support emails a year. For some clients email eventually surpassed phone as the primary contact method.
In May of 2009, 8 years later, I remember working with one of the world’s largest consumer packaged goods companies and for the first time talking about adding social media support to the contact center. Similar to email in 2001, Facebook and Twitter were taking off and consumers were growing tired of the unfriendly phone systems that made it impossible to speak with an actual person. Furthermore, waiting over 24 hours for an email response just didn’t seem like it was necessary if brands were going to monitor their social channels in near real time.
Wow have times changed in the past 5 years with the emergence of social customer service! Now brands are devoting Twitter handles to customer support, hiring large teams focused on social care engagement and integrating social media into their CRM systems.
But has social customer service really arrived? Do consumers actually use Twitter as a support channel when they need help?
I thought I would do some quick research on just how much social customer service has grown. Since Facebook pages are not dedicated to customer support, accurate numbers are tougher to acquire. Because of this, I focused my mini research project on Twitter. Looking at adoption across several industries and then the largest programs within those verticals it become clear there are 4 major industries driving the most social care volume.
So leading off is the Communications industry.
Why?
Traditionally these companies have not been known for stellar phone and email support. However, many have lead the charge in social care so consumers are migrating to where they will get the most helpful responsive service.
Second we have what I’ll call the Internet/Device industry.
Why?
Demographics. The typical consumer for these companies is very mobile savvy, comfortable with social and always online which makes it easy to understand why they would gravitate towards a social support channel.
A close third is the Airline industry.
Why?
Let’s face it, travel is stressful. When consumers are trying to get some place important for work, vacation, or a significant event and there is an issue it can be emotional. The speed of response offered in social care vs traditional channels can make the difference between getting a flight home for a child’s soccer game or having to miss it!
It’s notable to point out that only Delta Airlines has a dedicated Twitter support handle, the other airlines are engaging customers on their main brand Twitter handle.
Interesting that a particular airline is missing from the list. Southwest Airlines (@SouthwestAir 28,000) known for their outstanding customer service. Is it because they provide such amazing service their customers don’t require a high volume of Twitter social care or because in their Twitter bio they push consumers to another non-social support channel?
Last but not least we have the Financial Services industry.
Why?
It’s a combination of all the reasons listed above. Ever have an issue with your finances? You better believe you want help right away and traditionally the companies below don’t exactly have a sterling reputation for responsive service with phone and email. Banking is also an online and mobile experience, making it easy to launch Twitter and tweet a question or concern by consumers comfortable with social media.
I think it’s important to note that the lists in this blog post are not ranking the quality of social customer service provided by these brands. It’s strictly an unofficial ranking of the largest Twitter social care programs within industries with the most consumer adoption.
The goal of this blog post is to highlight how social customer service continues to see huge acceptance from consumers and create more awareness around social care.
Looking ahead to 2020 I wonder what the next disruptive customer support channel will be? Any guesses?
Chad - Rappin' On Social Customer Service 