Social Customer Care: Will Google make a play?
I’ve been wondering for some time now why Google [not really sure which bit of Google to link to???] hasn’t made more of a play in the social customer care space.
I seem to start most of my posts with–I’ve been wondering … or–I’ve been reading …
I remember writing a post in 2011 [What's the role of Google in your customer service?] asking the same question and making the observation then that for many people Google was their first port of call when something goes wrong with their washing machine, laptop or lawnmower. I put forward the question then, and to some degree I’m still asking it (perhaps a little tongue in cheek): Why don’t companies simply put a Google search box on their Help homepage?
But perhaps now I’m turning the question on to Google themselves and asking them: Why haven’t you made more of a play in the social customer care space?
If Google chose to make sense of all those search queries people asked around products, or when they use combinations of words such as ‘broken / fix + [product name] + product type’ and instead of simply showing entries for people or companies that might fix such products, actually offered a set of really practical and relevant results that included manuals and videos [YouTube], product information, people who have had similar issues, information in forums [fora?], grouped that information together in some way, allowed the results to show ratings and reviews, and alongside a directory of people who could provide solutions to those problems, together with phone numbers, offer the option for people to get in touch with each other via Google Hangouts to help each other out, then that might really become quite a powerful alternative to either ringing a company up or visiting their website.
Google has the opportunity and ability to make the links and bring them together in such a meaningful way, and in so doing, keep all of us on their web site that little bit longer. Perhaps it’s just a matter of time…
10 minutes after publishing this post: Just remembered why I was thinking about Google as a player in the social customer care space. It was off the back of coming across this upcoming session – Keeping up with the Customer – Digital Service – by Jeremy Morris at the Call Centre Conference in London, 2nd & 3rd October.