Why Social Media is Imperative to Customer Service
Replying to a customer on Twitter or providing details about your brand on a Facebook entry is such an habitual part of the day, we rarely reflect on how Social Media has revolutionized the way businesses relate to their customers, and especially the way consumers now interact with businesses. There is no doubt that Social Media is imperative to customer service…we’ll break down the why and what you need to do with this knowledge.
RELATED ARTICLE: Tips on using Twitter as a Customer Service Tool
More and more people are spending their online time actively engaged on Social Media, and more of that time is spent interacting with brands. Social Media has made it possible for customers to communicate with businesses horizontally. Now instead of having to vertically go up the ladder to find a responsible company representative by waiting on the phone or an email response, anyone can openly post online comments, opinions, and criticisms related to customer service and products, and Social Media savvy businesses know the vital importance of a timely response.
It is now possible for businesses to audit social interactions for keywords and mentions, not only to determine their target audience, but to also ascertain what specific platforms their target audience prefer. Additionally, based on customer questions, comments, and level of product satisfaction, companies can forecast and isolate which customers are most likely to recommend their product or service.
All of this information, along with sales and Customer relationship management (CRM) data, (a combination of sales, marketing, customer service, and technical support), is helpful when formulating a marketing strategy tailored to fit specific customer profiles.
For small businesses, in addition to a CRM system that incorporates social media to track and communicate with customers sharing their opinions and experiences with a company and their products and services, a CRM scheme should integrate traditional avenues of communication like emails and faxes.
Customers, especially Millennials, or Generation Y, now consider conventional lines of contact with businesses highly inadequate, and expect multiple avenues of communication, spanning many different Social Media channels. The majority of people who complain to a brand on Twitter expect an answer within an hour. Twitter data shows that nearly 40% of customer tweets never get a response from the company.
Be Proactive in Customer Service
Your company’s customer service goal should include a reliable CRM system across all Social Media channels. In one proactive customer service example, if a customer tweets about an upcoming trip but hasn’t yet purchased a flight, the airline can turn to its social CRM program to find out that this person is a priority member, and say, frequently tweets about craft beers.
“If the airline has guidelines in place about how to respond and what offers can be made, the people managing the airline’s social media can respond with a personalized message and a free beer coupon to help drive the customer to action.”
Socialdraft Can Expedite Supreme Customer Service
With the Socialdraft Feed you can manage, comment on, like, and take more actions such as re-tweet items from all of your social media channels. It saves you from logging on and off from multiple social networks. With Socialdraft you get real time notifications when your brand or business is mentioned on the web or social media and easily share them to your social media accounts with a simple click.