One of the questions we get most frequently revolves around customer service and how to provide it through social media or worse, we need to approach our prospects and clients about why they aren’t addressing customer service issues through their social media profiles. If you think about the last time you had to get customer service, it might have involved a lengthy phone call, or a long wait before you could actually speak to someone. It might have involved an annoying automated phone system or you might have had to send emails back and forth. It’s an inefficient process and it takes a long time. That’s where social media and customer service come into play.
Social Media and Customer Service: Instant Gratification
In a way, we have started to train our consumers to come to social media, to find us on Facebook and Twitter where they can expect instant gratification. We joke that social media time is a lot faster than regular time because consumers are really looking for a quick answer, same day, maybe even same hour. The key there is to make sure that your social media team or your social media vendor is empowered to really take care of those customer service issues.
Not just to answer appropriately or professionally, but to actually be able to resolve the issue.
This might mean tying vendors or social media staff into your conventional ticketing system used by your call center, or it might be giving them direct access to your executive leadership team so they can really talk to those people who have the authority to deal with issues. That’s important because social media is real time and it’s very, very public, so we want to make sure that we get those answers right and really take care of our consumers.
Strategies for Social Media and Customer Service
JD Power found in a survey that 67% of adult Internet users have contacted a brand at some point about a customer service issue. We can really take those highly charged emotional complaints, those problems that they are facing, and really transform those customers into evangelists. If you really want to be slick, we recommend a proactive listening campaign. Listening out for consumers who are talking about your products and services – they may not necessarily be tagging you or talking to you – and answering to them proactively. They may also be talking about (or complaining about) your competitors’ products and services. It’s a great way to start conversations with consumers, educate them, help them and really provide them with a lot of value.