Customers + poor customer service = uh oh, not good
This is the basic equation that all consumers can relate to. Customers make their consumer decisions based on the help that’s available – a study by the Customer Service Training Center shows that 70 percent of people will not return to a company if they receive poor customer service (70 percent! That’s a huge number that shouldn’t go unnoticed!)
STELLAService, which has done multiple studies on various companies’ customer service, has written a report on the volume of customer complaints/feedback/replies that have not been replied to on social media platforms. Their study, based on the number of Tweets some top 25 businesses replied to (or didn’t reply to), shows that a lot of customer feedback goes unanswered. This is unacceptable, in a world that’s becoming more and more rooted in online technologies. Social media has become the main mode of communication for customers to see what businesses and their favorite brands are up to, so customer service through these platforms is crucial for businesses.
There are a couple of ways to use social media to improve customer relations. First of all, don’t try to place the burden on one person – multiple people need to be placed on the customer service team, so your brand pages can be managed at all times. This will allow for quick responses and constant monitoring for customer feedback. The online web works in real-time; businesses must respond informatively and instantly. So in order to have these two characteristics when approaching customers, businesses and marketers need to first understand what’s important to customers. Research customers’ backgrounds, their search history, and the time and places they’ve spent online. This can help gather analytics important to formulating your brand’s approach. This will also help you get closer to consumers. Businesses can now utilize social media to create and build personal relationships with many consumers that wasn’t possible through traditional media. This can be done by directly communicating with the consumers, or just by being search-able. Have all your necessary information out on multiple, established social networks so consumers can research and look up information that will make their buying decisions easier. Just being present and available for questions is half (but a very important half) of the customer service battle.
The second half consists of answering all the feedback you get on all your platforms. It’s easier if you have all your accounts in one place, to help you be consistent and efficient with your time. Acknowledge positive feedback – take the time to thank your customers and show that you appreciate them. Many companies see negative feedback as a setback – it doesn’t have to be! Don’t see negative comments as a place to start a fight. Negative feedback is constructive criticism – use it to better your brand and improve what needs to be fixed. Also, negative feedback can be a misunderstanding. Make sure to re-establish your brand’s position and to update consumers. Dealing with comments, whether good or bad, can help you boost your company’s customer relations.
Customer service is seen as an uphill battle for many companies who cannot relate to their customers. Don’t be one of those companies – take the time to get to know your customers, and pay attention to their feedback. You never know how much a simple response can result in a positive ROI of social media.
