Did you know that within “five years, the number of relevant social media interactions will be equal to the number of phone interactions, with 70 to 80 percent being service-oriented and requiring attention?”It now seems that there is no longer a case of social media simply being used for photos, likes or shares; in fact, there is a strong emphasis on customer-related issues.
Let’s take the case of Gen Z (those born from 1996 to the present); this generation has grown up in an entirely digital world, consumes the Internet, and devours social media. Though they are thought to have low attention spans, research shows they have “highly-evolved eight second filters.”
With this in mind, businesses must now instantly react and look to invest in managing their social media engagements within contact centres to ensure this powerful group can be reeled in and retained. And as social media can be such a disruptive force, in the hands of Gen Zers, many companies could face a huge Public Relations (PR) disaster if they do not deal with their concerns appropriately.
Though not all businesses have been as quick as others to embrace this trend, many large corporations are actively looking to do so. Oracle has been at the forefront of this with offerings such as Oracle Service Cloud along with Oracle Marketing Cloud and Oracle CRM On Demand Sales to help clients “innovate customer service strategy with flexible technology solutions and a holistic, 360-degree view of …direct customers.”
The company has also focused on this generation by “combining new mobile, video and messaging capabilities with the latest innovations in chatbots, Artificial Intelligence (AI) and Internet of Things (IoT),” as recently stated by Rondy Ng, Senior Vice President, Application Development, Oracle.
Using intelligent virtual assistants and chatbots, Oracle can help companies directly answer customer queries in real-time across multiple channels, thus, saving time, increasing brand loyalty and ensuring customer retention.
This is coupled with advancements in AI through its Adaptive Intelligent Apps for Customer Experience (CX) that “uniquely blends first-party and third-party customer data with sophisticated decision science and machine learning, to help organizations optimize customer experiences and business outcomes.”
Consumer businesses are also leveraging their own customers to become part of a proactive crowdsourced platform for both collaboration and to provide innovative and instant feedback. One long-term standout to have successfully done so is Starbucks. In 2008, it launched My Starbucks Idea, a simple online platform for customers to air their views, ideas and feedback. Though it’s so simple, its effectiveness lies in how quickly and efficiently the company responds, follows-up and creates loyalty and it is now well-entrenched in Starbucks’ own marketing plans.
It is imperative for businesses to ensure that they are in-tune with the demands of Gen Zers via digital channels and can respond to them in a timely and professional manner through specialized, highly-skilled and well-trained contact centres. In today’s cut-throat, competitive environment, failing to do so can have serious digital ramifications.