Paolo Fabrizio
December 6, 2022

It’s Time to Re-Think Digital Customer Service

Re-think Digital Customer Service

The recent turmoils at Twitter and consequent layoffs affecting them, as well as other social platforms, have raised major concerns. This has become a highly complex scenario, and investors and stakeholders alike are worried about the future of Twitter, Facebook, and other social media. In this article though, I’m going to focus on another aspect that is bound to affect both brands and consumers: the need to re-think Digital Customer Service. In fact, as many companies have integrated social support channels, what can we expect in the next 12-24 months?

Messaging Is Eating Social Media For Breakfast

The first point I want to highlight is that way before the pandemic, messaging app volumes had already overcome social media. Accordingly, when it comes to customer service channels, Whatsapp, Telegram, and Messenger conversations have grown much more than Twitter, Facebook, or Instagram support demand. That means that the Digital Customer Service scenario is a roller-coaster with constant change as per new channels and their relevance. This is a snapshot of the current scenario, but I’m quite sure that we’re going to see some changes in the near future.

DCS channels

As a Digital Customer Service consultant, I’m lucky enough to have frequent conversations with many brands of differing industries, sizes, and types of served customers. While I’ve seen a stable demand for support over Facebook and Twitter, I’ve noticed a growth over:

  • Messaging apps – overall strong across industries. in particular ‘Whatsapp for Business’ API has gained momentum since its launch in 2020.
  • Online review platforms – rising demand especially in B2C since many omnichannel platforms have integrated them within their suites (e.g. Zendesk and Salesforce just to name a few)
  • Live chat – medium growth, stronger than beforehand in B2C industries.
  • Video Chat –  even though it’s still a niche channel is growing pretty fast within financial services, travel, and health/medical industries.

These trends have also been confirmed in the latest edition of Salesforce ‘State of the Connected Customer’ which has surveyed over 8.000 customer service professionals all over the world. Here’s an excerpt.

Salesforce 'State of Service' 2022

From Social Media to Engagement Apps

I don’t own any crystal ball, but some signals are pretty clear: there’s an ongoing ‘migration’ of people, especially Millennials and GenZ, from social media to video-engagement apps/platforms such as TikTok and Twitch. Consequently, it’s no wonder that a growing number of brands are doing pretty much the same, switching their advertising budgets to TikTok (aka Instagram’s smartest brother).

Because money goes where people are, baby. 😉

The good news is that forward-looking brands keep their eyes open beyond, because they know it’s vital to re-think Digital Customer Service. Since they’re fully aware that focusing on how to cope with customers’ behaviors and expectations is key for their business results. Today and tomorrow, with no end.

Here are our other articles on the possible need for a rethink due to the changes at Twitter and Facebook:

Life and Business After Twitter (and Facebook?) #HaveYourSay

How Can Twitter’s Chaos Benefit Us? #RIPTwitter

Over To You

Let’s talk about the evolution of social/digital channels in your customer service: are you surfing or suffering them? How your customers’ behaviors and expectations have changed during the last 2 years? And most of all, how worthwhile is Digital Customer Service for your C-level? Your honest answer is paramount.

Today more than ever, have great conversations!

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Paolo Fabrizio

Digital Customer Service Consultant, Trainer, Author, Speaker. Paolo has been helping companies to harness digital customer service as a business driver. Founder of CustomerServiceCulture, author of books and speaker at conferences in Italy and abroad. Lecturer at the Bicocca University of Milan