In recent years, the voice of the consumer has been making a comeback in a big way – and most businesses are finally sitting up and taking notice. In fact, one could argue that customers have more power than ever, in that they can make or break a company.
Now, before we dive into the nitty-gritty of the consumer’s rising voice, we’re not arguing that customers were powerless before. Most businesses have always had some segment of the company focus on customer service delivery, be it through a HelpDesk platform or a traditional customer service center.
But for so long, customers found themselves silenced due to a two-fold issue:
In short, these companies had all the power to dictate what information customers had access to, and what options they could seek out to address any customer services issues. Sure, companies prided themselves on excellent customer service – but they had the luxury of time and control on their side.
Negative reviews wouldn’t immediately impact their bottom line – and by the time any bad reputation had built up, these companies already had the time and opportunity to become massively successful.
You probably knew this was coming – but social media really has been the spark that’s ignited the firestorm of superior customer service. Web 2.0 platforms like Facebook and Twitter were no longer just about socializing; they allowed people to directly share their experiences with different brands and companies.
Many businesses who were quick to write off social media as a trend suddenly found that their customers were telling their stories to the world – and not all of it was good. Consumers could now complain about poor customer service, shoddy products, or anything else – and companies would immediately see their bottom line impacted, as potential clients chose to work with their competitors.
The smartest companies were those who understood the new and powerful voices that consumers had – and they quickly jumped on the social media train. These companies were among the first to interact with their companies in the public eye. That meant any complaints that customers had voiced on social media were immediately answered and resolved on the same platform.
This small step had profound consequences, as it demonstrated how seriously these companies took the customer.
Today, more businesses are taking advantage the inherent value of customer service over social media. This strategy gives them the following advantages:
Thanks to social media, consumers are flexing more muscle and speaking out against brands that don’t always deliver on their promises. But are there other factors responsible for the rise of the consumer voice?
Voice calling – a special feature that allows users to make calls within an app or browser – has recently been making waves in the world of customer service, and for good reason. Voice calling provides customers the ability to connect with a company’s customer service without the need for picking up the phone or waiting for an email back from tech support.
Let’s take a look at a few scenarios where this works:
One of the biggest advantages to using voice calling for browsers and apps is that it gives the consumer the immediate ability to connect with a member of customer service. Gone are the days of trying to navigate through frustrating phone menus or waiting for a tech support person to email within 24 to 48 hours – today’s customer service is instantaneous, customer-focused, and successful.
Today, the smartest companies aren’t focused on making as much money as possible – they’re focusing on building, growing, and maintaining customer relationships. Social media and in-app voice calling are just two of the many methods that have facilitated this new relationship, as they’ve made it possible for customers to instantly communicate with their favorite brands, as well as share real-time testimonials across multiple platforms.
If you haven’t already taken advantage of the new power of the consumer’s voice, it’s time to do so. Otherwise, your company will be left at the mercy of what your customers have to say about you – and that’s not a good position for a company to be in!
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