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THE UNDENIABLE AUTHORITY OF THESOCIAL CUSTOMERTHE DAWN OF THEDIGITAL AGE,along with the explosive growthof social media, has forced theevolution of customer service.With it came the rise of a newcustomer—one who has beenknown to topple even the mostrespected of brands.THIS NEWFOUND AUTHORITY IS KNOWN ASTHE SOCIALCUSTOMER.WHO IS THESOCIAL CUSTOMER?THE SOCIAL CUSTOMER TOUCHESNEARLY EVERY CORNER OF THE GLOBE.AT LEAST 20% OF THEWORLD’S POPULATIONUSE SSOCIAL MEDIA.THAT’S MORE THAN HALF OFTHE 2.4 BILLION INTERNETUSERS ACROSS THE WORLD.20%TODAY’S SOCIAL CUSTOMER IS:LISTENING TO PEERSRESEARCHINGHEAVILY ONLINEPOSTING COMPLAINTSON SOCIAL MEDIA…WHICH HAS CHANGED EVERYTHINGBUSINESS OWNERS THOUGHT THEY KNEWABOUT CUSTOMER RELATIONSHIPS.In todays age of constantconnectivity and instantsolutions, the Social Customerdemands immediate assistanceat any hour of the day.EXPECTATIONS ARE HIGH.FACEBOOK 46% 46% of customers want to engage with brands via Facebook to solve problems.39% of them are looking to give feedback about products or services. 22%22% of customers expect same-day responses. 29%29% of customersexpect responses within 2 hours.TWITTER81% of Twitter usersexpect same-daycustomer serviceresponses.22% of Twitter usersexpect responseswithin 2 hours.30% of Twitter usersexpect responseswithin 30 minutes. 81%22%30%SOCIAL MEDIA HAS PROVIDEDAN INTIMATE CONNECTIONAMONG ALL CONSUMERS.ROUGHLYof customer servicetweets are negativeor critical in nature.80%MORE THAN1 MILLION PEOPLEview tweets aboutcustomer serviceevery week.SOCIAL CUSTOMERS NO LONGERLISTEN TO COMPANY MESSAGES;THEY’RE LISTENING TO PEERSINSTEAD. THE POWER HASSHIFTED FROM BRANDS TOTHEIR CUSTOMERS. On average, 1 SOCIAL CUSTOMER will tell 42 OTHER PEOPLE about a company/2AH30. 88%88% OF CUSTOMERS arein uenced by reading reviews.HOW DOES THIS SHIFT IN AUTHORITY AFFECTCUSTOMER SUPPORT FORBUSINESSES?UNFORTUNATELY, MANY ORGANIZATIONS STILL DO NOTBELIEVE IN THE AUTHORI