Forrester data shows that valuing a customer's time is the most important factor in good customer service. Customers simply want an accurate, relevant, and complete answer to their question upon first contact, so they can get back to what they were doing before the issue arose. Here are the numbers:
Consumers have little tolerance for long or difficult service interactions. 55% of US online adults are likely to abandon their online purchase if they can't find a quick answer to their question. In addition, 77% say that valuing their time is the most important thing a company can do to provide them with good online customer service, up 6 points from 2012.
Older customers are as intolerant to friction in service interactions as the young. Impatience is not only a characteristic of the young. Older Boomers are not tolerant to long customer service interactions. Meeting these high expectations for the older generation can pay off. US online seniors may be less likely than their younger counterparts to purchase online, but don't underestimate their online commerce activity: 71% of US online consumers ages 69 and older have made an online retail purchase in the past three months.
Let’s focus on Facebook, as it has the potential to evolve into a shopping and service destination for retailers. Two support models are evolving. One model is to engage in support activities via a separate tab on a Facebook company page. Once a user clicks on this tab, they can engage with a community of peers or a customer service agent without leaving the site. There are vendors, like RightNow, Parature, Genesys, and Get Satisfaction, that offer apps that do just this.
The other Facebook support model that is emerging is one that is based on listening to all conversations happening on a wall, separating the noise from actionable posts, then routing actionable inquiries to a customer service department so that an agent can respond directly to the post — either on Facebook or by engaging the customer over a more appropriate channel — for example, like pushing a chat link to them on Facebook. This is the model that salesforce.com and LivePerson are advocating.