Customer service has taken to social media. While some might want to spend some time thinking that it can’t be, the smarter ones already know it is true. The modern generation almost forever attached to their smartphones. They are looking up their social media accounts after every few minutes to check on what’s trending in their circles. And considering the time they spend on these platforms, social media has become their new go-to for customer service interactions with brands.
Take for example the time an event started late and you posted a quick update about how the organizers weren’t doing a great job.
Yes, social is what you took to and what many others would.
So here are 4 really simple strategies to follow for excellent customer service with social media:
Brands today are proactively using social media for marketing their products and services. But when customer issues start to pour in, those efforts get overshadowed with replies – and sometimes even the bad reviews.
Separating the two profiles keeps support inquiries separate from the marketing efforts you are making. It also allows you to dedicate a social customer service representative to handle service requests, letting your social marketers focus on building the brand.
Even the most popular brands and business on Twitter have separate accounts for providing customer support:
Apart from being able to separate the marketing and customer requests, this practice also helps save a lot of time and makes analytical data more insightful. For example, the KPIs for social customer service focus on the brand’s responses to customer queries.
The only two numbers you need to focus on to improve the effectiveness of social customer service, are your response rate and the response time. It entirely depends on how well you engage with the customers and not vice versa.
When customers resort to social media with their issues and concerns, they are seeking immediate solutions. And boasting of a 24/7 support across all channels, doesn’t really help the cause when you can’t deliver it.
Depending on your company size and customer base, you can actually set a timing strategy around social customer service. But what’s important is to constantly monitor what people are saying about your brand and communicating your availability to them.
Drop in 2 extra posts on social media every day – one that lets them know you’re online and are there to help them out, and one that lets them know you’re signing off for the day. This prevents confusion, unreasonable expectations and improves customer service experience.
For example: AskAmex, the social support account of American Express, connects its customers to the community guidelines. This avoids any kind of misunderstanding while availing their support services on social media. Here you can see the representatives signing off clearly:
Make it a habit in your customer service representatives to introduce themselves on social media. A simple signature with name, initials or the first name makes the customers feel they are getting personal attention.
Humanizing your business voice on social media makes the interaction not just effective and efficient, but also conversational. It also allows the customer support team to split the tasks of monitoring one account continuously till its issue is resolved. This removes confusion from the process and increases the response time.
Here’s how Zappos.com is humanizing their brand and starting new conversations everyday:
Knowing who is online to address their issue and the positivity shown by the customer service representatives helps put customer issues and concerns at ease, making it an overall better experience.
The best thing about social support is that when done right, businesses can actually resolve customer issues even before they’re asked to. Using social listening tools like Hootsuite, brands can now seek out customer problems on different channels and address them directly – before anyone else.
The tool also lets business track mentions of their products and other services, and analyze the positive and negative feedback on them – addressing the negatives and thanking the positives.
Since customers tend to share their bad experience in their circles even before letting the business try to resolve their issue, it is important that you stay up-to-date with who’s talking what about your brand.
Think your business is ready for offering effective social customer support? Then you must read our post on 6 keys to improving your team’s customer service training.