Webcare and customer service. Two terms that are often used interchangeably. Yet there are important differences. Which ones exactly? In this article I will discuss two major differences between webcare and customer service and show how organizations deal with them.
If you search online for examples of webcare, you will notice that almost every organization gives it a different interpretation. Some organizations only react to questions that are asked directly to them, for example with @-mentions on Twitter. Others react proactively (so they also react to questions that are not asked directly to them) to messages in order to provide extra service. These two different forms of webcare are called reactive and proactive webcare.
The research report ' The state of webcare ' shows that 34 percent of organizations only do reactivec level executive list webcare. As many as 66 percent of organizations do a form of proactive webcare.
Many organisations start with webcare to answer direct online questions from the customer. This form of reactive webcare is an additional service channel for your customers. In doing so, you show the world that you solve questions in the right way. With proactive webcare, you offer additional service by also responding to questions, comments and compliments, where the user does not necessarily expect a response. In the example below, an Arriva traveller uses the hashtag #Arriva, but does not directly mention Arriva's Twitter account. By responding to this as Arriva, the organisation shows that it is actively looking for opportunities to offer travellers a helping hand. In this way, they create a positive brand image.
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