Social Media has really turned customer care on its head. The way that we, as customers, now look for support from companies is changing, where, how and to whom we turn to get help. We used to believe that customer care issues could be handled in terms of weeks, days or hours but new social media has turned this into minutes - responses in real-time.
We should be aware that there are many challenges to developing an effective online social customer care strategy. Forbes magazine, in an article entitled Social Customer Care: Before Jumping In, Make Sure You Can Swim recognises that one of the biggest challenges is the need for real-time response.
Businesses are used to reviewing reports detailing issues from 30-60-90 days ago; a social complaint can compress that timeline to 30-60-90 seconds ago.
They go on to say that:
Some companies are using social channels to resolve customer concerns and questions publicly, while others prefer to take social feedback offline and route customer to phones or online chats. Some are investing in social-listening tools and vendors, while others are creating in-house social-care teams.
Well, in this age of rapid response, how are some of the companies in the UK faring? Guy Stephens is Managing Consultant, Social Customer Care at IBM and has created a pretty neat leaderboard of UK Twitter Social Customer Care Leaders. Number 1 in the charts is Tesco, closely followed by Sainsbury's. Are there here that surprise you.