If you’re part of a social network like Facebook, LinkedIn or Twitter, or if you use a smartphone with applications personalized for your interests, then you’re like millions of others who are part of a communication revolution. The phenomenal growth of online social networking and mobile communication is creating a cultural shift in our society. Consumers now, more than ever before, expect to quickly, directly and conveniently connect with like-minded groups for real stories and true opinions on topics that are important to them.
Companies that are looking toward the future of interaction should communicate with customers through the same channels by which customers gain information and communicate with other people in their lives. Companies that do not evolve according to their customers and leverage the same media that their customers are using, are at risk for falling into a huge channel gap.
The New Consumer
The trend toward social media and mobile communications is helping create a more demanding consumer. Because it is much easier to get information on any topic at any time of day, consumers now expect more immediacy and convenience. Because there are multiple, if not endless, sources available to validate or negate information from businesses, consumers also demand more honesty. Finally, and perhaps most importantly, because the community aspect of social media fosters strength in numbers, consumers demand to be heard.
A consumer who is one of 100,000 fans following a company on Facebook feels a new sense of belonging, knowing that there are others who have similar questions or concerns. This helps consumers feel more comfortable speaking out and participating in discussions. Sharing experiences and opinions gives consumers a new sense of connection. The ability to identify problems and alert others gives them a new sense of purpose.
Overall, social media and mobile communications enable the consumer to operate more on their terms. They can – and do – choose when, where and from whom they get information. And they have a stronger voice for sharing information in return.
Obsolete Front Doors
Until recently, a company’s Web site and contact center were its proverbial front doors. Consumers would use the homepage or the contact center IVR tree as a starting point for getting information about a company – store hours, pricing information, order status, etc. Because these channels served as the main channel into the business, organizations naturally spent a lot of time making sure they eloquently framed the company’s products and services with carefully crafted marketing messages.
But now that social media and mobile communications are the reality, consumers are more gratified by communicating on their own terms. As the trend toward these new channels continues, consumers will spend less time using old methods of communicating with businesses. They will be less willing to spend time navigating the old channels. They will even exchange tips and tricks with friends for navigating around your complex processes. In 2005, consumers spread Paul English’s anti-IVR zero-out list around social networks, helping one another get quicker action and faster service than what the methods in place were providing.