How to Improve Customer Service and Experience Through Social Media
Customer Service can make or break your business, and as socialization of business has already started through social media, the distance between the two is gradually bridging. Social channels are not only used as tools for branding and positioning a business but to bring transparency, many organizations have chosen it to be the customer service weapon.
Today, the businesses have to be ready for addressing any comments or complaints which comes through social channels with a speedy response. Social media cannot be ignored as that would put reputation at stake and providing customer service through social networks can serve the dual purpose. This would not only keep an eye on the reputation of an enterprise but will also boost customer engagement and improve customer loyalty and experience. It would also improve customer relationship improving sales and conversion bringing an overall transparency with customers, vendors, suppliers, and employees.
These myriad reasons have made numerous businesses to employ social networks in rendering their customers support and service. Here are few of the trends that brands have engaged in, to their advantage reaping a gamut of privileges that were earlier not possible.
If reputation is a primary consideration and reason for your business to be present on social channels, then ignoring complaints can prove to be a double-edged sword. Quick response and action are not only necessary for the complaining customer and for all the audience as it matters a lot for keeping up the company’s goodwill. Research studies reveal that 60% of dissatisfied-customers, who complain about social media, expect a response within an hour. Without a quick response, the complaint does not only remain on the social media page but if the issue is not addressed the complainer becomes even angrier and starts complaining more which adds up to the contrary comments about your company on social media channels, on customers’ personal pages, and on other places too. This can prove to be devastating and fatal to any brand’s reputation.
While replying to complaints and concerns of customers on social media the best approach is to talk about the addressed issues creatively. Blame game should be avoided, and the companies should answer proactively and diplomatically so that such responses brighten the image of the brand and attract other followers, prospects, and customers instead. This way not only do you convert threats into opportunities and settle a double win for your business but your brand starts emanating a cool image with more potential leads. One more often committed error by brands is to ignore few comments and posts which creates an adverse effect on the brand image. The brands should remember that others are also watching your actions on social media and ignoring messages and comments portrays irresponsive behavior and this may tarnish the brand image.
Responses and customer interactions on social channels should not be quick alone; they need to be creative as well. The responses of the content marketers and the customer service representatives should provide amusement and entertainment to help them win their hearts. Witty and humorous responses taking the due responsibility not only helps in upholding the brand image but it is a useful means of effectively engaging the customer which ushers in a harmonious customer relation. The primary reason for people to be on social media is to enhance their relationship and be inspired and entertained. If brands are successful in engaging the audience in an enjoyable manner without direct advertisement, they would certainly reward you by sharing contents, purchases, and spreading the word about your brand for the common good.
Engage Customers Proactively
Reacting to customers’ comments is not enough but publishing your brand’s valuable posts is equally necessary. These posts should not be just for promotional purposes, but care should be taken that people are able to connect the message socially or there is enough information posted which is of value to your customers. Social channels like YouTube can be used effectively in portraying answers to questions of customers, frequently asked questions or even the ways people use your product. While some may view it as content marketing but they can be effective in improving customer experience. It also acts as a social care initiative which is more than customer service which proves to be much more inexpensive than other direct marketing efforts. These initiatives can help your customers to evangelize your brand and so the more proactively interactive you become on social media, the audience would get the message that you are the brand with whom they can engage and do business.
Although reactions, posts, conversations, and effective response is required but to know the pulse of the customer, social listening to their conversations are equally important. Great software programs are available in the market to track comments, reviews, and mentions of your brand. It is important for you to know when people are talking about your business and respond accordingly. It is even more important to know which social media channel is the best for you, which would depend on the match between their audience and your customers’ persona. Select the right channel where there are more customers and engage them with the right message after you know their mindset with effective social listening.
Bring Issues Offline if Necessary
Although listening to customers and responding quickly through social media is highly important, but all issues and concerns cannot be resolved on social channels alone. You may not want sensitive information to go public, or you and the customer may not be comfortable in writing all the nitty-gritty of business online. In such a case, it is better to transfer the issue to other communication channels like email or the phone. This should be done in the right manner as customers may be more annoyed if the problem is passed around and is not resolved quickly. Express the customer your concern on the social media channels with empathy and handle the issue with more care and diligence and keep no stone unturned to turn these dissatisfied-customers into brand evangelists. Research suggests that such highly satisfied customers can turn into your brand ambassadors although they may be having an initial complaint.
Grow Business with Excellent Customer Service on Social Media
Social media is actually a platform for portraying a positive brand image and growing your business. Excellent service through social media will enhance the image of the company with adequate transparency that people would be attracted to. The loyal customers of your business on social media can act as catalysts for growth as you start building a stronger relationship with them creating a bond of more trust and loyalty. Loyal customers and their community and positive conversations about your brand will eventually help your brand image and goodwill to soar higher and help the business to grow in the long run.
- Social networks cannot be ignored as that would put reputation at stake and providing customer service through social media can serve the dual purpose.
- Quick response and action are not only necessary for the complaining customer and all the audience as it matters a lot for keeping up the company’s goodwill.
- While replying to complaints and concerns of customers on social channels, the best approach is to talk about the addressed issues creatively.
- The loyal customers of your business on social media can act as catalysts for growth as you start building a stronger relationship with them creating a bond of more trust and loyalty.