Customer Care

CUSTOMER CARE

Delivery Optimized Social Customer Service At A Global Scale

OUR SOLUTIONS HELP

There are a number of reasons why it's possible and advantageous to get started with social technology in customer care now

Communication Is Immediate

When people are upset, or when they need answers to their questions, they want a response right away. They don’t want to wait 24 hours for their email to be read, sorted, and responded to. They don’t want to wait on hold for 30 minutes.

One of the most beautiful elements of social media is its immediacy. The minute somebody makes a post on your Facebook wall or a post mentioning your brand, your admin will receive a notification to take action. This is also a slight vulnerability—customers expect immediate responses when posting on social media, so if your response team isn’t prepared, it could cost you—but if you can respond within minutes of the original post, you’ll be able to make your customer very happy. This is especially effective for customers dealing with an urgent problem, such as a flight delay or a technological malfunction before a presentation.

You Give People a More Personal Brand Experience

As I detailed in Google Authorship and Personal Branding: Why the Individual Beats the Corporate, people tend to favor dealing with other people rather than corporations. Managing your customer service through social media will give you the best of both worlds. People will immediately recognize and call out to your brand, but it will be a person reaching out in response. There won’t be any automatically generated emails. There won’t be any tone-based phone menus. It’s just a question, followed by an answer.

Social media also allows you to think carefully about your response and present it in a more casual, conversational tone. This way, you can retain your brand voice while writing and communicating like a human, thus humanizing your brand.

The Conversation Is Transparent

This works both ways. For the customer, transparency is all about vindication. When customers are upset, they want to be heard, and posting on social media is the perfect way to be heard. By allowing your customers to make their complaints or questions public in this way, you’re giving them an immediate outlet. They feel in control, and appreciate the urgency companies feel to respond when the issue is made public.

For companies, transparency means that other potential customers get to see how well you handle the situation. If you can answer a customer’s concerns quickly, nicely, and effectively, you’ll instantly leave all of your followers with a good feeling—confidence that your customer service is top-notch.

You’re Encouraging More Brand Mentions

More interactions on social media means you have more opportunities to point back to your own brand. Your customers will mention your brand in their posts, making you visible to all their contacts. Even if they come to you with a concern or an issue, you’ll get brand visibility and an opportunity to show off your ability to quickly and effectively and correct the problem. When relevant, you can also post links to your site for more information. No matter how you handle questions and comments, you’ll be encouraging more activity and more brand mentions, which can help your SEO rankings.

Follow-up Is Easy

Depending on how long it takes for the problem to be resolved, following up with your customer is fast and easy. If you manage to resolve the problem with a quick answer, you can immediately ask whether or not the interaction was helpful. If it wasn’t, you have an opportunity to take further action—rather than forcing the customer through another round of calling or emailing. If it was helpful, you have a publicly visible follow-up interaction that ends on a positive note. You can also make a note to follow up a few days later with a private message to make sure the customer is still satisfied.

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