Integration of customer service with EJINSIGHT social media


Our daily routines are loaded with limitless simplicity and convenience, often with the push of a button on our phones. We are now able to effortlessly accomplish tasks that just a few decades ago would have taken considerable time and energy. Consider the process of ordering a take out meal in the 1990s – you would need to browse through different options in the local phone book, without benefiting from a menu. Once you find a suitable restaurant to order, you call it through landline service and are greeted with a busy tone. Once you’re finally done, you’ll spend 5 minutes talking with a member of staff just to figure out the menu options and how much each item costs. You then make sure you have enough change for delivery as payment can only be made in cash.

Compare that to today, where our entire world is connected to uninterrupted, hyper-personalized experiences. We have reached a point where the digital tapestry of our lives is taken for granted. Get on the MTR while scrolling through the latest Spotify playlist; check out the latest lunch deals on Deliveroo; and later clocking in for the day and browsing the “binge-worthy” section on Netflix, those days are punctuated with personalized, frictionless moments.

A culture thirsty for convenience

In a digital world where convenience is a commodity, consumers don’t just want personalization – they expect it. Plus, they demand simple, seamless 24/7 experiences right at your fingertips. The 2020 Customer Contact Week Digital (CCWD) report from Infobip, a global cloud communications platform provider, found that as part of a purchasing process, 95% of users will refuse to skip a step to the other if it requires a change of applications, platforms or sessions. For businesses, that means the slightest friction could turn a customer away forever. In today’s fast-paced world, it doesn’t matter whether products boast the latest technology at the lowest prices – if the customer experience (CX) isn’t smooth, consumers will shy away from it; even brands they love.

The main concern right now is how there is a huge gap between what consumers expect from businesses for their user experience and what they receive. Even in Hong Kong, a global hub for product and service innovations, this disparity is evident. Those who have opened a bank account here know that long lines, paperwork, and piles of paperwork make credit card application a daunting task.

Digitization is, of course, the key to bridging this gap. However, this is not enough, as companies have to go the extra mile to create personalized and transparent interactions with their customers; specifically on the channels and platforms they use on a daily basis.

Last month, Infobip released the results of a survey of 2,760 customer service professionals across the Asia-Pacific region to find out how customer behavior has changed and what companies are doing to adapt their customer service (CSS) during the pandemic. It found that 66% cite social media platforms, such as Facebook and Instagram, as their top customer service channels. The same sample indicated that today, customers prefer to turn to social media rather than making a call or emailing for help and inquiries.

In Hong Kong, the opportunity for businesses to integrate their CSS with social media is particularly ripe, with 86% of the population being active users on WhatsApp and 84% on Facebook. This helps the city to have one of the fastest fiber broadband connections in the world.

Large-scale hyper-personalization

With cloud solutions, businesses can now unify popular communication apps on a single platform, including chat apps (WhatsApp, Viber, and Facebook Messenger), SMS, email, voice, mobile apps, websites and emerging channels, such as Rich Communication Services (RCS). This creates simplicity for the customer as they engage the touchpoints that work best for them, while helping businesses extend their engagement efforts across all channels and devices. If companies fail to do so, they risk falling behind their competitors and losing market share.

But how do you integrate simple and effective personalization into social media engagement?

With cloud-based omnichannel tools, businesses can collect valuable data, such as habits, behaviors, and preferences, to provide a holistic view of a customer. These data sets can then be used to create campaigns that resonate with them on a personal level.

For example, if a consumer logs into a website and looks at a red shirt but leaves without purchasing anything, it will trigger a personalized campaign for them, like a personalized email or WhatsApp message, with a voucher for the red shirt. By making the most of digital user footprints through these personal messages, businesses can build meaningful relationships. In fact, an Epsilon survey found that 80% of consumers are more likely to make a purchase from a brand that offers personalized journeys.

The trip does not end once the purchase is made; This is just the beginning. Once a customer is ‘locked in’ they can be transformed into loyal and loyal users through more proactive engagement, ensuring longer and deeper relationships with consumers. A SmarterHQ study found that brand loyalty among millennials increased by 28% on average if they received personalized communications.

Today, customers expect a company’s CX to be tailor-made, 24 hours a day and on the platforms of their choice. To meet their expectations, companies must take an omnichannel approach with a holistic customer experience in mind so that they can fill the gaps in customer retention and, at the same time, propel their business growth.

Adding a personal touch is the most critical factor. Just noticing and remembering a customer’s journey can go a long way. For the past two decades, business success has largely depended on the ability to digitize human work. In the years to come, success will be measured by the ability of companies to humanize digital experiences.

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About Madeline Powers

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