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How to Use Social Media as a Powerful Customer Service Channel


If your company is only using social media for advertisement purposes, you could be missing out on a valuable tool to serve your customers. J.D. Power reported that 67 percent of consumers have used a company’s social media site to raise customer service issues, meaning a large majority of people expect some form of direct contact on sites like Facebook, Twitter and Instagram.

Today’s consumers want around-the-clock, seamless service. And while even small businesses can tap into the social media service revolution, it does take some finessing to get the technique right. From choosing the right platform to winning over disgruntled customers, here’s an overview of how to use social media as a powerful customer service channel.

Choose the Right Social Media Channels

There’s no point in spreading yourself thin to offer support on every social media channel. Instead, focus on the channels your customers use most. According to Pew Research, 81 percent of moms and 66 percent of dads use Facebook. It stands to reason that small businesses catering to moms should use Facebook to offer their customers support.

Twitter is also a strong contender in the online customer care business. According to Twitter’s marketing insights, customers who tweeted a company directly and then received a response reported higher satisfaction scores than those who reached out via traditional channels, like the phone or in-person.

Use Omni-Channel Capabilities

Today’s consumers want consistent, reliable support across multiple channels. The idea is your customer can visit your website or social media channels, or call you directly and have the same experience when issues arise.

At the end of the day, what your customers are looking for is seamless support, which can be difficult to achieve without the right tools. Some businesses use cloud-based contact center solutions to iron out operational issues. For example, adopting a service like Aspect can help your company with inbound and outbound calls and self-service options, among other areas, to create that seamless interaction customers desire.

Respond Quickly with Customized Responses

Time is of the essence when it comes to social media and customer care. According to research compiled from Search Engine Watch, 70 percent of surveyed Twitter users expect some type of response from brands they reach out to on Twitter. Of those users, 53 percent expect a response in under an hour.

But it’s also important to offer customized, personalized messaging. Customers don’t want canned, robotic responses telling them to contact customer care. Instead, reach out to your customers directly and let them know you’re looking into their issue and will work to resolve it.

Boloco Burritos took this approach after an incorrect order was delivered to a customer — twice. The company eventually followed up and made it right with the customer on Twitter before delivering a free lunch the following week to their entire office team impacted by the wrong order.

Convert Unhappy Customers into Brand Advocates

Don’t shy away from unhappy customers complaining about your business. Instead, look at these situations as an opportunity to convert them into loyal brand advocates by responding to their issue quickly and going above and beyond to solve it.

JetBlue is renown for its hands-on, meticulous approach to customer service. Recently, when a JetBlue customer tweeted some questions about a layover, a team in Salt Lake City was able to send his information to a customer service representative at Boston’s Logan International Airport, where he was waiting.

JetBlue was able to identify the passenger based on his Twitter profile and followed-up in person. And although the interaction between the airline and passenger was merely conversational in nature, the passenger was so impressed with JetBlue’s attention to detail that he eventually sang their praises on Twitter.

Your company’s social media pages can do so much more than merely announce deals and company news. Instead, start looking at your social media channels as a way to offer personalized service to your customers and stand out from your competition.

Categories : Jill's Blog

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