Who hasn’t experienced a customer service nightmare? We all have in one way or another. Many of us avoid the agony of sitting on the phone long periods of time, which is where social media comes to play! Within minutes, social media can help customers to receive answers in an efficient and fast way.
Social media provides opportunities for keeping in touch with prospects and customers, maintaining customer relationships, and building brand. In addition, it has become a tool has had a great impact on the customer service industry for various reasons.
Instant Gratification
Customers are using social media to avoid long periods to waiting to speak to a representative. Social media is about interaction. It is essential that customer perceive the business to be ready to help. When customers have comments about the products and services, businesses must engage and interact. Social media allows businesses to respond the audience an almost instant surprise response their questions, comments and concerns. Studies have found that customers will receive a fast response to any inquiry is it communicated via twitter. In fact, most concerns will be addressed within 60 to 90 minutes. According to a J.D. Power survey of over 23,000 online consumers, 67% of consumers have used a company’s social media channels for customer support. Customers know that the company cares is committed to handling customer service issues quickly at high quality service.
Human Response
Many of us do not like dry and robotic responses. The most successful businesses to added personality to any social media response, after all, humans are in control of these online communities. During a four-hour light, a customer tweeted JetBlue for his non-functioning screen. Not only JetBlue showed sympathy in their response, they offered credit for his trouble. As a result, the happy customer tweets:
One of the fastest and better Customer Service: @JetBlue! Thanks and Happy Thanksgiving.
According to research from McKinsey, 70% of the buying experience is based on how a person thinks they are being treated. Humanizing the experience will engaged customers in a creative way will build an audience and the brand. Customers know when they are talking to a real person, rather than just another faceless company.
Online and Offline Connection
Interaction across all channels shows a customer-centric approach. Not all issues can be handled online. Some issues can become too complex to be realistically resolved in 140 characters or less. Businesses move the conversation “offline” by using private messages, email or a quick phone call. Not only this protects the customer from exposing to sensitive information, but also resolve the customer’s series of questions. Social media can facilitate connections. Some instances, a face-to-face meeting or even a phone call can be more valuable than an online conversation.
Creates Lifetime Fans
Lifetime loyalty is created once the problem is resolved. The fan will most likely give a positive word-of-mouth marketing boost. Friends of fans will be know how much the business cares about its customers. The domino effect will convert social media fans to customers. After all, customers who feel valued are the most loyal and attract others. Loyal shoppers will become brand advocates. Peter Shankman realized he would arrive home too late to prepare himself a meal. Just before his return flight took off, he jokingly tweeted his favorite restaurant—Mortons—to meet him at Newark Airport with his usual Porterhouse.
Hey @Mortons – can you meet me at newark airport with a porterhouse when I land in two hours? K, thanks. 🙂
To Shankman’s surprise, a Morton’s Steakhouse employee drove 23 miles to the airport to greet him with a free full meal! Customer service is more than telling people how awesome the products and services are, it is about creating stories that do the talking.
Businesses use social media as a customer service channel to meet and exceed customer’s expectations. By delivering an outstanding customer service, businesses are promised a stronger relationship, a stronger company brand and customer loyalty. Bottom line, social media is a great way to connect with customers, and it’s a great way for customers to connect with you!
This blog post is a response to Social Media in Organization’s Week 11 Assignment: A Problem That Can Be Addressed And Perhaps Even Solved Using Social Media.