The number of online conversations about brands continues to rise. More and more brands show the intention to manage these conversations. You see an increase in the number of vacancies, in which companies are looking for conversation and/or community managers. The number of service providers that offer community management to companies is also increasing.
Despite the good intentions, I think some brands may run into problems with conversation management. At some point, you can never hire enough conversation managers as a company to handle the flow of consumer conversations. Especially for large brands, this will be a challenge. Before you know it, consumer conversations will be in the corner where the call centers are now.
Companies will look for a way to handle online conversations more efficiently and before indonesia telegram data you know it, 'conversation avoidance' programs will arise, just like you now have 'call avoidance' programs. I think the solution does not lie in hiring endless conversation managers. I see the solution with the consumer himself. The smartest way to make conversation management scalable is simply to outsource most of it to your customers.
Some companies have already started doing this in recent years. In this article I would like to share some cases and tips that will help you tackle this evolution in a good way.
Cases: the fan as a conversation manager
Case 1: GiffGaff
GiffGaff is a player in the telecom market. It is a relatively small network, which runs on its members (not customers, but members!). The customer service is 100% online, they do not have a call center. On their customer forum, more than 100,000 questions are asked per year. All these questions are answered by other members of the community. GiffGaff itself does not have to participate in these service conversations.