What is SAC 3.0 and how to implement it in your company – WAU
With changes in user behavior, companies need to be able to offer support to the height of the pains and expectations of the modern consumer. SAC 3.0 is one of the main ways to invest in agile, humanized service that delivers value!
When thinking about customer service processes, we deal with a highly dynamic market.
If you had to send a letter relatively recently to contact stores that were not located close to home, today it is possible to resolve complex doubts in a matter of minutes.
The computerization of society has caused purchasing behavior to change dramatically. It is possible to perceive the new format not only when closing deals, but also when contacting brands, answering questions and promoting it to other people.
Therefore, it was necessary to invest in updates to the approach and processes capable of accompanying the new consumer model. SAC 3.0 is one of the great examples of revolution in the service area.
From now on you will understand the trajectory of the process and the main reasons why it is important to invest in strategies focused on the modern consumer!
How was customer service in the past?
Before getting to the concept of SAC 3.0, we asked for a license to briefly brush up on the history of customer service processes.
The year 1980 was the golden age of telemarketing. It was at that time that Sam Walton, creator of the Walmart chain, said one of the phrases responsible for changing the mentality of companies around the world: “There is only one boss: the customer”.
The model that prioritized the customer had never been so widespread until the arrival of the 1970s. From the creation of telemarketing services, products and services could be sold in a simple, comfortable way and directly from the sofa at home.
If today there is a feeling of laziness when seeing the famous unknown number with long distance DDD, in the past it was not so. The novelty was really useful and made a lot of sense at that moment!
As much as things were going well, communication was still unilateral: how to contact a company if someone has questions or complaints?
The SAC was created precisely to facilitate – and transform – the brand / consumer relationship. The real dialogue began there!
Thus, the consumer became an active figure in the purchase process, having greater autonomy to close deals.
Years, decades passed, the Internet arrived, the world faced a digital transformation and the rest is that story that you already know very well.
It was no longer possible to expect customers to be satisfied when receiving “cold” calls from telemarketers who wanted, at all costs, to hit goals and close deals without much sense: remember when we talked about power?
The consumer has developed enough autonomy to make your own purchases when you want, where you want and how you want. It was up to companies to learn from it or accept failure.
What is SAC 3.0?
Consumer autonomy was responsible for generating “ages” in customer service. Before 3.0, there were two modalities.
SAC 1.0 was responsible for solving those problems that could not be solved in physical stores.
SAC 2.0 worked more or less in the same way as the previous version, but with the presence of new technologies, such as social networks.
Time continued to pass and monitoring was no longer enough. It was perceived the need to focus on the customer experience, that is, on all the processes that precede the purchase and can avoid dissatisfaction.
In other words: more than optimizing the channels of questions and complaints, SAC 3.0 aims to develop improvements in all company processes that together with quality service, will deliver a positive shopping experience from start to finish.
It’s time to understand the real consumer and deliver value from the moment the attraction occurs!
How important is SAC 3.0?
When analyzing the panorama prior to SAC 3.0, you probably have already remembered a series of actions that, if replicated today, would be abhorred by the consumer.
In addition to the whole issue of new purchasing habits and user profiles, a major importance of SAC 3.0 is the humanization of the brand and investment in the best possible customer experience.
With due investment in a significant value offer, the public will increasingly appreciate not only the service, but who is behind it.
Think of the big banks or health insurance companies: when entering profiles on social networks, the comments are filled with negative reports, full of dissatisfaction and often anger.
Good customer service need to develop a sense of partnership, concern and attention: the brand really knows who its audience is, knows its pains, creates the best experience from the data and communicates in an agile, frank and resolute way! Want better formula for success?
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What are the best ways to put it into practice?
Now that you understand the context of customer service strategies with a focus on SAC 3.0, it’s time to learn to get your hands dirty!
In addition to improving the image of your business, you will be sure that you are delivering honest services, in a humanized manner and with real concern for the customer.
Understand (truly) your customer
Profiling behavioral profiles or developing analyzes of online channels does not mean that you really know those people who do business with you.
The persona is a very interesting representation not only in inbound marketing strategies, but also within the customer experience processes. Think beyond the shallow data!
If you already know that your audience is made up of women from northeastern London between 30 and 45 years old, it’s time to go deeper and understand factors such as:
- what are the main pains of that persona;
- on which communication channels it is most active;
- what are your main impediments during the purchase process;
- what are the main communication barriers.
Factors such as age, socioeconomic or geographic issues can be major barriers that, if envisaged, help to create a much more positive flow of care for both sides.
Walk side by side with social media
According to the 2019 edition of Social Media Trends, 96.2% of companies are present on social networks.
In addition, a report produced in 2018 by Hootsuite pointed out that 62% of the entire London population is active on the platforms.
The data confirm a habit that has been built for the past few years: the communication channels have become a kind of “new SAC”. If in the past it was necessary to call a 0800 number, today just search for the company name on Facebook or Instagram and leave a message.
Keep in mind, however, that social media is public and a bad reputation in the online environment can “destroy” a brand’s entire reputation.
Therefore, it is very important to train a good communication team so that they are able to take on extra responsibility with attention and seriousness. Any misstep is charged almost instantly by users.
Train your team
In addition to the social media professional, there are several other performance groups that need constant training: the telemarketing, SAC, press and all people who in some way have a responsibility to contact the public as a brand spokesperson.
The main point of SAC 3.0 is to detach itself from the bonds that placed consumer service professionals in a “box”.
Nowadays, even if they do not act in the field literally, many professionals are also responsible for the relationship between the company and the consumer. This is the case with Social Media!
Invest in courses, training, lectures and many group meetings. Do not let pain accumulate by the team and promote an atmosphere full of feedbacks so that everyone knows how they are working and what are the best ways to improve.
Prizes for agility
Imagine waiting 24 hours for a simple return on that shoe you wanted to buy a few years ago. Not bad, right? Now think about the same return today!
In one day it is possible to find several other stores, search for videos on YouTube with users talking about the product, log on to Twitter and find profiles reporting their personal experiences.
Depending on what you find, you will probably give up making the purchase!
That is why, always values quick and enlightening answers. No planting the seed of doubt or taking long hours to make the return.
Invest in monitoring
One of the pillars of SAC 3.0 is monitoring. Tools that provide the services are responsible for gather all the company’s relationship channels in one place, offering a broad view of the dialogues and even the history.
Here is some information that the monitoring tools provide:
- customer history and all conversations;
- report generation;
- history filter from specific keywords;
- indicators about the quality of care.
Use metrics to your advantage
Working with metrics is an action that can add a series of benefits to your communication strategy. When the team has analytical notion of where you are and how far to reach the goal, the work will be much more efficient and driven by results.
The feeling of “walking in circles” will be less and less, which improves, even, the professional’s personal aspects – such as productivity, security and self-esteem.
In addition, it is also possible to predict problems in cases where one is too far from the goal or it has been realized that it will not be achieved.
Do not think, however, that the goals will exist only for the team to work towards numbers: they also serve to validate the entire strategy defined so far.
In addition to SAC 3.0, there are several other actions that are being developed in the world of communication to improve the customer experience and its relationship with brands around the world.
They put the consumer first and are empowered to meet the needs of an increasingly computerized and demanding public. If you are interested in SAC 3.0 and want to continue enchanting your audience, it’s time to learn everything about marketing 3.0!