Social media is a way for businesses to build relationships with their customers, increase brand awareness, market their products and to also provide excellent customer service. Social media is the new word of mouth marketing, in its word of mouth marketing on steroids.
When I started networking or word of mouth marketing, it was typically done behind closed doors. Now you can see how your brand gets known via the best word-of-mouth marketing ever invented, social media. Along with that wonderful window into your marketplace comes the need to provide customer service on each social media channel, as this goes hand in hand with word of mouth marketing.
Everyone uses some form of social media and it is therefore natural that your customers would seek customer service from you on the social media platform they are most familiar with. In my experience it’s an awful lot quicker and easier than picking up the telephone and waiting in a list to get to speak to someone. When you think about it, customer service isn’t just about responding to negative complaints, requests for help, etc., it’s also about servicing your customers by engaging with them when they’re talking about your brand.
Social media allows you to listen to your customers and monitor issues before they even become a real problem. If you provide top-notch service, in a speedy manner you’re going to increase customer loyalty in ways you may have never thought possible. It doesn’t matter if you’re a large corporation and well-known brand, or if you’re a small bricks and mortar shop, or a sole proprietor running their business solely on the internet. Social media customer service demand is growing and it’s here to stay, and it’s time to find out how you can utilize it.
If you think about it, in the past unless a customer called with a complaint, the business had no idea anything was wrong. Today, with social media even if a customer doesn’t contact you with an issue, they will talk about it and discuss it, on social media. It’s up to you to listen, respond, and make it right. Social media platforms are where your customer are talking about you for bad and for good.
Good Customer Service Is the Best Marketing
The trouble with social media however is that it’s possible to miss complaints which have been buried in other comments, but if you make it your business to read every single comment, not only might you find opportunities to provide excellent social media customer service by helping a customer or potential customer answer questions and fix problems, but you can also use the information gathered as a way to create new products and services for your market.
It’s also a great idea create specific customer service social media accounts, and charge someone with the responsibility of keeping up with that account/s. If you choose this method, you’ll need to remember to direct people in your other social media accounts to your customer service accounts. And remember you might still miss issues if there are people who don’t pay attention and go to the right account so you’ll still need to monitor all social media accounts. For a small business that rarely receives complaints, this can seem like a little much and to be honest you are missing a trick as solving customer complains helps new customers make purchasing decisions, because they know you are there supporting people.
You can also create a new Tab on Facebook that links customers to your customer service ticketing system, FAQ or knowledge base to make it easy for customers who connect with you on social media to resolve issues. Keep in mind that even with these additions you’re still going to need to be actively engaged with your social media pages to ensure that all issues are handled quickly, responsibly and positively.