It is understood that correct customer service is literally a mandatory goal for any business that aims to be successful. And in the digital universe we are in today, with much more space to explore the approximation between brands and consumers, this well-structured bond is no longer a differential in companies’ communication to become an indispensable component for longevity and relevance. Brand communication is no longer based on a monologue, but on a frank and open dialogue.
In addition to increasing channels of contact with the brands, the great differential of this era is the power of social networks in terms of customer service. If, on the one hand, brands are approaching their audiences through these networkssuch as Instagram, Facebook, Twitter and Tik Tok, on the other hand, we have a consumer who identified in these spaces the contemporary SAC, where he can express his dissatisfaction with such a product, service or brand, with an exponential reach that puts companies on alert and or at the risk of having their reputations shaken.
Consumers are empowered, supervisory, more aware of their rights and more open to changes in consumption. That maxim that “a dissatisfied consumer tells ten more people his bad experience with the brand” is in the analogue past. Today, in the digital age, with the cell phone in the palm of the hand, the content generated by it is shared millions of times in record time. With radical transparency and the real-time scrutiny that brands are subjected to in the digital world, the task of managing brands’ reputation has become herculean.
We recently saw the case of a customer who had his cell phone stolen and his bank accounts accessed by thieves, with withdrawals of values and large loans, and which only had a positive conclusion after the consumer exposed what happened on social media. At a time when the dialogue between consumers and brands is open and exposed, mainly through social networks, it is no longer possible to leave them unanswered, which increases the risks and vulnerabilities for brands.
ABA, always guided by global trends and best practices, brought to the market, in 2020, the Guide “The service areas and their impact on the Consumer-Brand relationship”, which brings the results of the field research carried out by Consultoria Maena Analytical Intelligence, with the objective of understanding the role of customer service areas for the general public and their strategic contribution to business.
The results point the way for brands to offer quality service from the identification of customer needs and, mainly, exercising an empathetic look at the human being with whom they are building a relationship of trust and credibility. The study shows that 51% of consumers interviewed said they were unhappy with service robots, even though they were able to identify when they are being served by one. It seems obvious to say, but happy consumers tend to come back and still recommend the brand to friends, family and colleagues. Focusing on customer satisfaction can do wonders for marketing and business revenue.
In general, consumers understand that a company that cares about customers must have a good customer service and for 62% of respondents, good service can maintain trust in the company, even in the face of a problem. SAC is capable of reversing a negative consumer experience with a brand and that is impressive. If it is a product, 30% of respondents claimed that they would buy the same product that is the object of the complaint again due to the good service received.
The consumer knows that there is no such thing as perfection, that we are not immune to failures. Of course, we must have the correct controls and intentions so that serious failures do not happen. But, if they happen, it is necessary to have a very transparent, ethical relationship, to show good will and consistency in the measures taken, sincerity and authenticity in the dialogue with the consumer.
The search for quality in customer service is no longer a market differentiation strategy; it is, in fact, essential, highlighting the human factor, because technology, without a highly structured process, created and designed from people to people, is just a mere tool.
Signed by Nelcina Tropardi, President of ABA and Vice President and Co-founder of AKIPOSSO+
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