Social Customer Care Takeaway Series: Part 3 / 3
Over the past few weeks, we’ve brought you our takeaways series on how to deliver your best customer service through social channels.
Part one looked at “3 Common Misunderstandings About What Customers Want”, with part two exploring 3 Simple Social Customer Service Touches to go that Extra Mile for your customers. As the series comes to an end this week, this final instalment delves into different ways you can really step up your social customer service offering in the New Year. Listening is no longer enough, it’s time to start taking action.
1. Do the unexpected
Leveraging social media for customer service gives your company daily opportunities to make a highly visible impact. By providing exceptional service on social, 71% of your customers are more likely to recommend your brand to others, starting a chain reaction effect whereby more and more people spread the positive brand experience online.
There are many imaginative ways you can exceed your customers’ expectations, as eyewear brand Warby Parker showed us. With so many of their customers turning to Twitter for support, they found the 140 characters limiting when it came to responding to complicated questions. So they decided to record themselves answering individual customer queries via Youtube, and then replied to the tweets with a link to the video. These videos received a great response, retweeted 65 times more frequently than their other tweets. The videos also brought about a sense of community to the brand, as loyal Warby Parker customers were willing to leave their advice and responses on the videos to the questions posed by new, potential customers. Providing wow moments for your customer makes them more loyal to your brand and more willing to spread their positive experience.
2. Join conversations about you online.
Monitoring what people say about your brand online is great to compile analytics, but to create a great customer experience, a little more has to be done. As a brand you have to be prepared to not just listen to what your customers say online, but respond to negative and positive comments, both to you and about you. Take action of all your mentions, and know when to join in with the conversation online. But, be sure to be observant first to make sure whether a conversation online is the right fit for a proactive customer service opportunity. When you get it right, proactively getting involved in conversations about your company can surprise and delight your customer, showing you care at a crucial moment.
3. Give Real Service in Real-Time
Social customer service doesn’t just create a new breed of complaint. In our recent research, we discovered that 1 in 5 consumers using social media for customer service have tweeted while in store. Real, urgent problems are being taken to social. Getting your customer service team to proactively hunt out these customers and respond gives you a great opportunity to show you care, but what if you could actually improve their situation right away?
Four Seasons is a great example of a company using proactive outreach to deliver real service. A guest using Instagram to share his disappointing room view at one of the company’s hotels received service above and beyond his expectations from the Four Seasons Twitter team, who liaised with the hotel staff to find a resolution. Impressed with the service received, this guest posted a follow-up photo, sharing his positive experience with the world. Remember, a happy customer who gets their issue resolved will tell 4 to 6 people about their experience. The next step for companies looking to get maximum benefit from social media is to make those connections between your social team and your staff on the ground who can actually make a difference. This is where great things start to happen.
Using social media for customer service to purely monitor as a “nice to have” will no longer be enough as it becomes a core engagement channel. Going above and beyond to step up your social customer care will ensure all your consumers have a great experience with your brand every time, and in every form – not just face-to-face, but online too.