There’s a reason why we sigh, tut, irritably tap our feet and huffily check our watches at even the slightest delay – it’s because… wait for it… we’re impatient. And if we’re impatient in our real-world day-to-day lives, we’re even more so online.
We’re living in a world of instant gratification. We don’t want to diet for months; we want a miracle fix that makes us thin right now! We want to get places as quickly as possible and we want answers the second we ask a question. In short, we’ve evolved into a pretty brattish species – we know what we want and we want it NOW.
It’s understandable that we want our digital devices to respond immediately when we click, this has become an automatic expectation as dial-up connections and minutes of loading become things of the not so distant past. But recent studies have shown that we now expect responses from other people in a matter of seconds, making it very hard for us to live up to our own lofty expectations.
It’s been reported that social media users crave a reaction to their posts within 60 seconds – after which we apparently go in to a little meltdown and wonder why all of our friends suddenly hate us. This can cause fraught situations on a social level, but also high hopes that brands can struggle to reach.
As a friend you can simply tell someone to calm down, get a grip and chill out when you don’t reply straight away – but as a brand you have to give them what they want… when they want it.
Leaving a customer twiddling their thumbs because you haven’t seen their post on your brand’s Facebook page or you failed to notice their Tweet through the chaos of social noise doesn’t make a good impression. But at the same time it’s unrealistic to expect your team to spend 24/7 glued to your brand’s social media channels so that they can respond at the drop of a hat.
So what can you do? Pay staff to monitor social networks 24-hours-a-day or leave your customers waiting until you have time for them? I’d discourage you from either and highly recommend the alternative; utilizing the skills and services of a social media management company.
Here at Crisp, our social media management tools work 24/7 to detect any complaints or customer queries. We categorize each correspondence depending on the severity and the action that must be taken in response. This means complaints are flagged up to your customer service team almost instantly so they can be dealt with before the situation escalates. Using such social media management services means that everyone wins – your brand’s reputation is preserved, while your customers are pleased as punch to have received the speedy reply they had hoped for.
The only way to get ahead and stay ahead in this technological age is to give people what they want, when they want it – Crisp means you can take this seemingly unrealistic demand for instant gratification in your stride and immediately impress with your promptness.