Kenny Lee, Director of Demand Generation Marketing at Lithium, discussed the impact of social media on customer care during a Thought Leadership Spotlight Presented by Lithium at the 2014 Customer Care Leadership Forum in Toronto on March 5. In his presentation, "Social and the Age of Extreme Expectations: Are You Ready?," Lee noted understanding how to manage social networks can help an organization improve its customer satisfaction levels.
Lee said mobile devices and social networks have transformed how an organization interactions with its customers. However, Lee pointed out the increased connectivity also has made it more difficult for many organizations to find the best ways to reach their target audiences: "While social has made the world a much more connected place, it's also made it really challenging for those of you in customer care. I think life was hard enough for you guys supporting all the individual communication channels like phone, e-mail and chat. Now, you have things like knowledge bases and portals."
According to Lee, today's customer experience requires immediacy. Organizations need to be able to respond to their customers instantly, Lee said, or risk falling behind their rivals. Meanwhile, Lee said social networks provide an opportunity for organizations to instantly deliver dependable support to clients across the globe: "You have to respond quickly. There's a 'now' element. It has to be highly relevant, timely and personal to you. You know that it's going to be shared and it's going to be out there, so you might as well accept that. The last thing is trusted content has to be at its core and you have to decide for your customers where do they get trusted content from – from you? Is it from their peers? Or is it elsewhere?"