Joshua March is the founder and CEO of Conversocial a cloud solution that enables businesses to deliver customer service over Social Media at a large-scale. Conversocial is used in the contact centers of hundreds of major retailers, banks, telcos and other brands to enable them to manage the high volumes of complaints and questions they’re receiving through social networks like Facebook and Twitter, including Google, Hertz, Tesco, Barclaycard, Hyatt hotels and many more.
Yanique mentioned that his business caters to the type of customer that needs the information now. Gone are the days when you’d write a letter and submit it to the organization through the mail and a couple of weeks or months later you get back our response plans. The clients that we’re dealing with nowadays there’re in the now age.
Joshua agreed and stated that we live in an in the moment world where people are expecting almost real-time response to everything. And if you’re going to take days to respond, they’re probably just going to phone you at that point, people need an answer or they’ll just go to a competitor, that’s the reality. But on the flip side, one of the great things about digital messaging and asynchronous messaging as opposed to traditional web chat is that it’s more like texting a friend and texting a friend it’s pretty much real time that they’re responding in 5 minutes. And if there is occasionally a message it takes a little bit longer and some are shorter and that’s fine. And the traditional web chat world that doesn’t work because the web chat world is like sitting there with the chat box open when waiting for a response and so you have to have current agents online responding within seconds. But with an asynchronous messaging you can even out those bums most a lot more easily and you can have a smaller number of agents handling a much larger number of customers as a result. Because as soon as you respond that pops up as a notification on their phone, they don’t have to be sitting there paying attention all the time. So, it’s very convenient for both the customers and for customer service agents.
Yanique mentioned that a big part of what she heard in a lot of what Joshua said was convenience. She thinks convenience is definitely one of the key differentiators that businesses who are disrupting the whole customer experience platform, they’re really killing it in that area and making life more convenient for their customers because that to her is just a very convenient.
Joshua stated that there is a huge amount of data which talks about the benefits for this, his favorite book on this subject is The Effortless Experience : Conquering the New Battleground for Customer Loyalty by Matthew Dixon, Nicholas Toman and Rick Delisi of CEB, who is now part of Gartner and it’s a book that’s given to lot of a lot of his clients and Effortless Experience costly had a huge amount of data from years like large studies and it shows that the most important thing that affects customer loyalty after a service interaction is the effort that they have to put in to getting their true result. When someone has a problem or a complaint or an issue, they just want that issue to be solved as soon as possible, as easily as possible and it’s very hard to increase their loyalty following any service interaction even if you really go crazy go above and beyond. They had an issue and you solved it great, they’re not going to be ecstatic, maybe they’ll be a little bit happier, what happens in the majority of cases, is that their loyalty is reduced and the data shows that if you do anything that makes it harder for them to get their issue solved; it has a massive negative impact on loyalty. If you make them jump through any hoops to speaks with an agent that they have to repeat themselves, they have to tell one person one thing and then they have to speak to someone else and tell them the same thing again. Anything like that which is just annoying and hassle or puts a delay, puts them on hold has a really, really negative impact. And so, if you can just reduce that effort, then you could have a massive impact on Customer Loyalty. He thinks this is the core of what makes social messaging so powerful is that it’s just so effortless. He spent the last year writing a book as well which is going to be coming out this quarter which he’s excited about and it’s going to be called “Message Me”, it’s all about the future of customer service and looks at the impact of messaging and he talks a lot about effortless experience in that book because he thinks that in many ways they kind of figured out the foundation and they could have asked this question, “How do you make it effortless?” And he doesn’t think that technology was really there at the time when they wrote book to actually implement it. But he thinks that with messaging, we finally do have the technology to implement a service channel which really can be completely effortless for consumers and that’s super exciting.
Yanique stated that one of the things that she’s most amazed about as it relates to customer experience as well is regardless of where you are from in the world or however you are socialized, whether you’re from Europe, North America, South America or the Caribbean, at the end of the day because we’re all human beings, we’re all yearning for that connection we’re all yearning for some basic needs to be met. As Joshua said, she agreed that if you have to put in less effort you are more likely to go along with that particular service provider because they make life much easier for you. You have so many hurdles to jump over on a daily basis, whereas, if you’re running a business, you’re a family maker, you have a husband to take care of or a wife, kids up and down, just so many things pulling in all different directions. So, if you can do business with an organization that is looking out for you in that aspect and they’re pulling you in less directions and they make it super easy kind of like Amazon, you can sit down in the convenience of your own home and basically order whatever you’d like to order and it’s delivered to you, you don’t have to go into the store and stress yourself out walking up and do figuring out which aisle it is in. Everything can be purchased with the click of a button, it really does definitely drive you to be loyal to that organization because you look back on those experiences and that’s what would make you continue doing business with them.
Joshua agreed and stated that it’s important and he thinks not enough businesses really pay attention to it today. People are used to the point of looking at measuring customer satisfaction and empty apps. I actually love to see more and more businesses measuring customer satisfaction and NPS but he would actually love to see more and more businesses people measuring effort and measure how convenient, how effortless was it for them to get help, he thinks that would be really impactful for a lot of businesses.
Yanique asked if this question is asked after every interaction with their business or is it a question that they ask maybe on a yearly basis based on the customers who are their clients.
Joshua stated that they did the actual, so, before they started working with them so he doesn’t know exactly how they do it. The way that they help their clients do surveys today through social and messaging is that your after-service interaction has been closed and resolved, then they send out an automatic survey inside the messaging thread from the Facebook Messenger or Twitter that ask them whatever question they want to have set up. So, it’s after every service interaction, he thinks that’s the best way to get that kind of data.
Yanique agreed and mentioned that people do remember the experience that they have had within the first 24 hours and then after that if it’s not super great or really bad, they really don’t remember the details. So, that question should be asked after each interaction.
Joshua mention that they see that the faster you get out after the issue has been resolved, the higher the response rate.
Yanique mentioned that reading Sci-Fi is a very unusual genre of books to read but she can see where Joshua is coming from with it because it kind of opens your mind to the impossible and that’s where we’re heading.
Joshua agreed and stated that if you’re interested in customer service, the future of customer service, you should read his book “Message Me” which is going to be coming out pretty soon which he mentioned earlier as well.
Twitter – @joshuamarch
Twitter – @conversocial
LinkedIn – Joshua March
Online Course for Business Owners, Leaders, Managers and Supervisors – Mastering Customer Experience and Increasing Your Revenue