The dawn of the digital age, along with the explosive growth of social media, has forced the evolution of the buying cycle. With it came the rise of a new customer—one that has been known to shaken even the most respected of brands. Today we know this new entity of business as none other than the “Social Customer.” Curious about Desk.com and providing the BEST social customer service? Get started here: http://bit.ly/11QSs6B

1. THE UNDENIABLE AUTHORITY OF THE
SOCIALCUSTOMER

2. THEDAWNOFTHEDIGITALAGE,along with the explosive growth
of social media, has forced the
evolution of customer service.
With it came the rise of a new
customer—one who has been
known to topple even the most
respected of brands.
THIS NEWFOUND AUTHORITY IS KNOWN AS
THE SOCIAL
CUSTOMER.

3. WHOISTHE
SOCIALCUSTOMER?

4. THE SOCIAL CUSTOMER TOUCHES
NEARLY EVERY CORNER OF THE GLOBE.
20%
AT LEAST 20% OF THE
WORLD’S POPULATION
USES SOCIAL MEDIA.
THAT’S MORE THAN HALF OF
THE 2.4 BILLION INTERNET
USERS ACROSS THE WORLD.

5. TODAY’S SOCIAL CUSTOMER IS:
…WHICH HAS CHANGED EVERYTHING
BUSINESS OWNERS THOUGHT THEY KNEW
ABOUT CUSTOMER RELATIONSHIPS.
LISTENING TO PEERS RESEARCHING
HEAVILY ONLINE
POSTING COMPLAINTS
ON SOCIAL MEDIA

6. EXPECTATIONS ARE HIGH.
In today's age of constant
connectivity and instant
solutions, the Social Customer
demands immediate assistance
at any hour of the day.

7. 46% 22% 29%
FACEBOOK
46% of customers want
to engage with brands
via Facebook to solve
problems.
39% of them are looking
to give feedback about
products or services.
29% of customers
expect responses
within 2 hours.
22% of customers
expect same-day
responses.

8. TWITTER 81% of Twitter users
expect same-day
customer service
responses.
30% of Twitter users
expect responses
within 30 minutes.
22% of Twitter users
expect responses
within 2 hours.
81%
22%
30%

9. MORE THAN
1 MILLION PEOPLE
view tweets about
customer service
every week.
ROUGHLY
80%of customer service
tweets are negative
or critical in nature.
SOCIAL MEDIA HAS PROVIDED
AN INTIMATE CONNECTION
AMONG ALL CONSUMERS.

10. On average, 1 SOCIAL
CUSTOMER will tell
42 OTHER PEOPLE
about a company.
88% OF CUSTOMERS are
influenced by reading reviews.
88%
SOCIAL CUSTOMERS NO LONGER
LISTEN TO COMPANY MESSAGES;
THEY’RE LISTENING TO PEERS
INSTEAD. THE POWER HAS
SHIFTED FROM BRANDS TO
THEIR CUSTOMERS.

11. HOW DOES THIS SHIFT IN AUTHORITY AFFECT
CUSTOMER SUPPORT FOR
BUSINESSES?

12. UNFORTUNATELY, MANY ORGANIZATIONS STILL DO NOT
BELIEVE IN THE AUTHORITY OF THE SOCIAL CUSTOMER.
60%of companies
don't respond to
customers via
social media, even
when asked direct
questions.
7 OF THE TOP 20
retailers have even
erased customer
questions on their
Facebook pages.

13. 88% of consumers are less
likely to buy from companies
that ignore complaints and
questions on social media.
ONLY 17% of consumers
who had negative service
experiences recommend those
companies in the future.
88%
17%
BUT THEY’RE PAYING FOR IT…
MONEY SHREDDER

14. THE MOST SOCIALLY PROACTIVE COMPANIES
SEE SOLID RESULTS:
Customers who engage with companies over
social media spend 20% to 40% more money
with those companies than other customers.
81% of companies with strong capabilities
for delivering excellent customer service
are out-performing their competitors.
81%

15. HOW SHOULD YOU PREPARE YOURSELF FOR
THE COMING AGE OF THE
SOCIALCUSTOMER?

16. NO MATTER HOW EMBARRASSED OR FRUSTRATED YOU MAY FEEL
WHEN A CUSTOMER COMPLAINS ON SOCIAL MEDIA, YOU SHOULD
ALWAYS RESPOND.
83%of customers who
tweet complaints
love it when
companies respond.

17. WHEN RESPONDING TO THE SOCIAL CUSTOMER,
DON’T FORGET TO:
STRIVE FOR FAST RESPONSE TIMES.
BE HUMAN AND, AT TIMES, APPLY HUMOR.
DON’T BE DEFENSIVE.
ALWAYS THANK THE CUSTOMER.
SUGGEST A SOLUTION TO THE PROBLEM.
1
2
3
4
5

18. TO IMPROVE YOUR COMPANY’S OVERALL PLAN FOR
SOCIAL CUSTOMER SERVICE, CONSIDER THESE TIPS:
LISTEN TO YOUR CUSTOMERS AND
BUILD RELATIONSHIPS WITH THEM.
DESIGNATE AT LEAST ONE MEMBER OF YOUR
COMPANY TO BE AVAILABLE 24/7 ON SOCIAL MEDIA.
STRIVE TO ALWAYS PROVIDE LINKS TO HELPFUL
INFORMATION AT THE END OF EACH RESPONSE.
HAVE A DETAILED CRISIS-MANAGEMENT PLAN.
COMMIT RANDOM ACTS OF WOW FOR YOUR CUSTOMERS.

19. EVEN IF THE CHANNELS (FACEBOOK, TWITTER, ETC.) EVOLVE,
THE SOCIAL CUSTOMER IS HERE TO STAY.
IN THE NOT-SO-DISTANT FUTURE,
CONSUMERS WILL EXPECT EVEN
FASTER RESPONSES FROM
COMPANIES LIKE YOURS.
DON’T LET YOUR CUSTOMER
SERVICE EFFORTS FALL BEHIND!

20. DESK.COM IS THE ONLY CUSTOMER SERVICE PRODUCT BUILT FROM THE GROUND UP TO SERVE THE
NEW SOCIAL CUSTOMER. VIEW AND RESPOND TO YOUR SOCIAL CUSTOMERS DIRECTLY FROM
WITHIN DESK.COM.
Sources: pewinternet.org, forrester.com, conecomm.com, oracle.com, touchagency.com, zendesk.com, americanexpress.com,
liveops.com, crmidol.com, nmincite.com, inc.com, peppersandrogersgroup.com, maritzresearch.com
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