Social media is not a platform to shout at people about your business. It’s a two-way conversation where you have the opportunity to engage with your customers and enrich their experience of your brand.
Used correctly, it’s possible to build meaningful relationships and offer a significant level of customer care. This kind of social media dialogue between brands and customers is something traditional advertising cannot achieve.
Having this two-way relationship means that your customer service can be of an extremely high standard, as long as you are on top of it!
Customer complaints made via social media are on the rise and it’s not surprising, considering you get a much faster response to a tweet than an email. Customers now demand a higher level of support, and expect a response 24/7 to their complaints.
What can you do to serve your customers better?
- Take time to engage with your customer. Make sure you have a person responsible for interacting on social media on behalf of your brand. Scheduling posts is very useful, but robots can’t build relationships, and you need someone to respond to comments, retweets etc.
- Monitor social interaction to spot issues and solve problems before they become crises.
- Integrate social media into your existing customer service function. With over 67% of customers turning to company pages on social media for servicing, you need to make sure that your company are accessible on these platforms.
Whatever you do – do not do nothing. Ignoring complaints on social media can be very damaging for your brand. 42% of people will tell their friends about a good customer experience on social, while 53% will talk about a bad one.
We are often asked whether negative posts or comments should be deleted on a brands page. Firstly, we would advise if they contain any profanities, or abuse of a racial / sexual nature these should naturally be removed ASAP (you can set up filters on your Facebook account to block certain words).
The first thing we would advise is to try and move the conversation offline by referring them to instant messaging or an email or phone call. Then respond to the comment politely, noting their concern and expressing a desire to put the situation right by tagging the person concerned to ensure they have received your response.
If you need help in improving your customer care on social media, contact us!