Wednesday, May 27th, 2015 | 4 min read
Why does social media appeal to us on such a deep psychological level? Why do we spend an average of over 12 hours on social media sites each week? Why do we trust companies more if they are involved in social media?
There’s a lot to be said on the topic, and plenty of studies have been published on what social does to our brains. But above all, it’s about personal connections. Social makes us feel more connected to our friends, family, and even strangers with similar interests. It gives us a sense of community, and collecting Likes, retweets, shares, and so on confirms our sense of personal identity and makes us feel like we belong.
It’s no wonder, then, that social has become customers’ preferred way to interact with organizations. Through social, customers feel like they’re actually talking to another person, not just an automated recording. And today’s customer definitely expects brands to meet them halfway. In fact, 42% of today’s consumers expect a response within one hour, and customers who encounter positive social customer care experiences are nearly 3 times more likely to recommend a brand.
BBVA Compass, a banking franchise that operates 688 branches across the southern United States, truly gets the role that social plays in humanizing a brand, and they’ve made interacting with customers on social a priority.
Recently, Carolina Aramayo, Social Media Customer Care Manager at BBVA Compass, shared with us how they use social to foster personal connections with their customers and provide superb customer care. Here’s a bit about what we learned; watch the video below for more.
Many organizations use completely separate tools to manage customer care and social media marketing, causing a disconnect between what happens with customers on social and what happens with them everywhere else, like on the phone, through chat support, or in the store. Aramayo explains that combining social media management, listening, and customer care within one tool is critical to their success, and it’s something they haven’t been able to do with other platforms. Having a record of past conversations with users allows them to offer more personalized experiences, which makes the customers feel heard — like they matter.
BBVA Compass applies a laser focus to engagement and response time. They use an Service Level Agreement (SLA) Dashboard in Sprinklr in order to track key metrics around social customer care, including how many messages came in, how many were replied to, and the average response time. Throught this dashboard the organization can see if their reply rates are improving over time and if they’re hitting their objectives. Then, they use this data to optimize activities accordingly.
Learn more about how BBVA Compass personalizes their social customer care in the video below.
About the Author: Chloe Mason Gray is the Blog Content Manager at Sprinklr. Her writing on marketing, travel, and career development has been published by Mashable, Forbes, KISSmetrics, Entrepreneur, The Daily Muse, the Human Parts Medium collection, and other sites across the web.