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Pause on Social Media and Fast Forward on VOC

Posted on  24 April 12  by 

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A recent blog post on the Customer Service website fonolo.com shared 10 service trends that will emerge in 2012.

Now these “top trends” articles always get me thinking about the conversations that I’ve had, and will have, with service executives around the world.  What’s new? What’s different?

Well, many of the identified trends from this article are *surprise, surprise* technology-related like, the increased utilization of “the cloud” for service organizations and the use of video in providing service to customers.

Putting those trends aside, there were two trends from the post that I want to share with you—two trends that I believe you can hit the “pause” and “fast forward” buttons on, respectively.  Specifically, the use of social media in service and how to better leverage Voice of Customer insights.

Pause on Social Media

The author raises some interesting points about Social Media, including that “only 29% of Twitter complaints were responded to by companies, despite the fact that 83% of complainants liked it when the offending company responds.”

This is interesting data, for sure, but what I find more interesting is what we’ve seen from some of our most recent research, which is that:

  • 88% of customers report that they have never used Facebook or Twitter to contact a company for a customer service reason.
  • 85% of customers say they don’t expect to be able to resolve customer service issues via Facebook and Twitter

I think all of this is to say that social media is not yet (and may never be) a channel for service & while it may create some positive feedback, don’t overinvest in this channel today.

Fast Forward on Voice of Customer (VOC)
The author describes this trend for 2012 as growing, but “organizations are still not reaping its full value.”

I couldn’t agree more.

And the biggest opportunity to boost the usefulness of VOC is to supplement, or even replace, your existing Quality Assurance program with VOC.  Now, this shift means much more than simply including a CSAT or CES score on your reps’ scorecards.  This is about thoughtful gathering of VOC to directly inform both QA and the coaching that results from QA insights.

Your staff (reps and supervisors alike) is begging for better insights from QA, and gathering VOC to identify trends in rep performance is a phenomenal way to give them those better insights.

To get a glimpse of how one company has done this, check out a recently profiled telecom company that shifted their entire QA assessment from internally driven scoring to a customer-led insights program, and saw incredible results, including an almost 60% decrease in repeat call volume and a 15% increase in customer experience.

While social media gets lots of attention, from a service perspective you should hit “Pause” before you overinvest, and those resources that you save by not overinvesting can be shifted to VOC capture for QA.

Have you made the shift to VOC-led QA?  Tell us about it by commenting below.
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