“Has social media set unrealistic standards of customer service?” Social media definitely has reset the expectations of consumers and the tweet-chat co-hosted by Paul Writer and IBM India discussed this and other questions related to customer experience.
The primary discussion around the topic revolved around seven thought prompts:
1. Are nasty tweets about brand interaction a form of blackmail?
2. Should you tier customer service by social influence or wallet power?
3. Can bots bring in the “human” factor creating personalized experiences?
4. Will virtual agents replace customer service in the next 12 months?
5. Can you charge premium for better customer service?
6. Is it unreasonable to expect customer delight in every transaction?
7. Exceeding already high customer expectations. Mayday!
CMO’s and senior marketers including Malhar Barai – Group Manager – Digital Marketing & Strategy at Tech Mahindra, Gaurav Suri – Sr Executive Vice President and Head of Marketing at UTI Assets, Subhendu Pattnaik – Director, Marketing at Gallop Solutions, Nitin Bhatia – Director – Agency Partnerships at Meltwater among others participated in the chat and expressed their opinion. The point that was reiterated during the chat was that the customer is usually right and differentiating service by tiers however desirable it may be is difficult. Bots are already in the market and virtual agents cannot replace humans at least for the next 12 months. Another important aspect for customer experience is that automation is going to help with personalization and marketers must aspire for customer delight.
The guest speakers for the tweet-chat were Sorav Jain, CEO of echoVme & Shaiju Mathew, Head of PR & Growth at Furlenco. The expert panel from IBM joining us was Dulles Krishnan – Executive Director & Head – IBM Commerce (APAC), Sriman Kota – Head of Customer Engagement Solutions – IBM Asia Pacific, Shwetha Iyer – Marketing Leader – IBM Commerce India, Nishant Kalra – Business Unit Leader – IBM Commerce India/ South Asia & Kiran Subbarao – Portfolio Marketing Leader – Commerce & Social – IBM India. The session was moderated by Jessie Paul, CEO – Paul Writer.
You can read the full discussion here: https://storify.com/paulwriter/has-social-media-set-unrealistic-standards-of-cust