When it comes to customer service, social media has become a
crucial platform. It provides customers with a way to communicate directly with
brands, and brands can then fix problems right there. However, not every
company has a comprehensive strategy for using social media. In fact, a study
by UK Website Builder found that only 8% of consumers agree with the claims
that a brand makes about its social customer service.
One of the reasons for this is that most CRM strategies are
not designed to meet the specific demands of each customer. Many companies fail
to respond to customer complaints, and therefore suffer from high churn rates.
To mitigate this, a dedicated customer support channel should be created.
Several examples of such channels include Ask Lyft and HubSpot Support. The
goal of these channels is to help companies better understand how to provide
exceptional customer service.
Using social media for customer service is not only
beneficial, it can also be a great way to build a brand. For instance, Bolle
Brands, a manufacturer of polarized sunglasses, created an innovative Instagram
customer service experience for its customers. Customers can now see their
faces through the lenses of their sunglasses, allowing them to get a better
idea of how they would look in the product. Similarly, brands can use their
Facebook fan pages to engage with customers. They can run surveys, ask
questions, and offer giveaways. This type of activity not only promotes the
brand, it helps create a community of loyal followers.
Although the customer's experience is an important aspect of
the brand, it is not the only factor. Social media allows brands to be flexible
and adapt to the changing needs of their customers. If they have a strong
social presence, they can create customized experiences that are tailored to
the needs of each customer. As such, customers are more likely to trust a brand
that they can engage with on a personal level.
One of the biggest challenges for companies using social
media for customer service is balancing the customer's need to know when a
response is coming and the need to provide a quick solution. While the fastest
method of customer service used to be phone calls, now people are increasingly
using social platforms. Some customers want a fast response, while others
expect a response within a few hours. Companies that take the time to respond
to these concerns can increase customer advocacy by 25%.
To make it easier for customers to contact the customer
support team, companies should make their Twitter and Facebook profiles easy to
find and link to the social profile. Also, companies should let customers know
that they have other resources that can assist them.
Another benefit of using social media for customer support
is that it can help you solve problems and respond to complaints more quickly.
In fact, one-third of consumers who complain on social media expect a response
within 30 minutes. However, companies should consider making a more dedicated
customer support channel for more complex issues.