Social media and texting are having a profound impact on the
way customers and companies communicate.
Their have been studies done by Hailo, a taxi app and by the Pew
Research Center. Statistics that have been
published by Andrew Prokop indicate findings that suggest the evolution. These findings include:
1.
Text messages represent the two most often used method
of contact by cell phone (both sending and receiving) whereas the voice phone
call ranks as the 6th most frequently used method.
2.
American women text more frequently than men
(14%)
3.
80% of American adults text every day.
4.
Text messages are opened more frequently than
emails (98% versus 20%)
5.
Americans exchange more texts than phone calls
6.
More calls are coming to call centers from cell
phones than from and lines
7.
One study from 2012 (source unknown) noted that
texting was rated higher than voice communication in terms of customer satisfaction (text
scored 90 out of 100 points and voice
scored 77 out of 100).
These statistics raise two issues (one good and one not so
good)
The good news is that by cross training support personnel to
respond to both productivity can be dramatically reduce the dead
time that occurs during a lull in the arrivals.
The bad news is that the incremental stress that will be
experienced by call center personnel and support personnel despite their ability. The fact that service personnel may be trained to have the ability to multitask multiple text messages as well
as dealing with customers on the phone may have a deleterious effect over time.
The real problem is that text messaging is fast becoming (if it
has not already become) a new means for supporting customers. This is an issue that cannot be ignored and must be managed.
The bottom line is that the world of on line support has just
experienced a dramatic new dimension that can be used either as a strategic advantage or, if
ignored, will become a major deterrent to customer satisfaction and loyalty.
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