Do customers find brands that listen and respond intrusive?

Posted by Justin Goldsborough | 4 comments

Feb 13, 13

There’s been a lot of talk lately about what type of service customers expect from brands, especially when it comes to social media. After pouring through it, one conclusion comes to the surface…the answer all depends on what research you’re talking about and to whom you’re talking. Because for every study that says customers don’t want brands to listen and respond, there’s a study that says customers want them to respond ASAP and do whatever is necessary to fix the customer’s problem.

More on the research first:

1. Do customers find brands that listen and respond intrusive? (Brian Solis, Altimeter Group)

2. Do customers want a relationship with brands? (Adam Kmiec, Digiday.com)

(Image credit: Maritz Research)

3. Do customers expect brands to respond in real-time? (Jay Baer, The Social Habit)

I’ve been thinking about those three questions a lot the past few days. And the conclusion I’ve come to is that while important and interesting, none of those three is the right question with which to start when attempting to discuss the future of customer service.

Because, like with most social media case studies, a company’s ability to serve customers does not come from from a well-oiled online engagement process. It comes from leadership embracing a culture focused on the customer experience first, which opens the door for employees to provide the best possible customer service no matter what the channel.

So the question I think we need to start with is:

4. Has the customer’s expectations changed at all when it comes to customer service? (Kate Leggett, Forrester)

The answer — not really.

Forrester: “Customers want quick, efficient, and effortless answers to their questions…Furthermore, ensure the same content (Knowledge articles, how-to videos, etc) is available across all channels.”

If companies don’t fully embrace that fact from the top down, they will struggle mightily to excel at customer service via social media and across all channels, no matter how they answer questions 1-3.

Over the phone, via Twitter, by email, through IM, in response to a written letter. There is no universal rule about the technology or channel companies use to provide customer service. What is universal is that they provide it. And that the customer walks away satisfied with a story to tell about the brand.

End of story. No matter where technology takes us next.