Generally, big brands tend to face a crisis due to circumstances both within and beyond their control. While the former refers to brands which mistakenly shot themselves in the foot, the latter concerns unpredictable scenarios.
Having a great social media customer care process is vital for leveraging your brand’s goodwill online. But before anything, you need to understand how mature your brand’s social customer care process is, not for your audience, but for yourself.
The maturity of your customer care process totally depends on two important aspects, what is your turnaround time and how is your resolution quality. Hence, we would like you to take up a quick and simple self-assessment test that lets you explore your maturity level, with respect to your social media customer care process.
Millennials are the largest customer set in the United States; in fact, they are supposed to dominate the market in 2017 as per Forbes. As they often tend to spread their opinion of things they experience and also reach out to friends before purchasing anything, they demand seamless customer support.
At least from the past 2 years or so, social media not only is a platform used for brand marketing, but it is also extensively used for customer service. According to Q2 2016 Social Sprout Index, approximately 35% of customers preferred social media for customer service than traditional channels like phone and email. Facebook and Twitter are seen as the most important contact center for customers.
Customer Service on social media has evolved over a period of time. A brand’s image is impacted by the way they manage their customer’s concern online. As the best way to help an unhappy customer is to solve their problem, it becomes critical for brands to give resolutions on social media as opposed to simply responding to them. To explain our point better, let’s look at two popular airline brands to understand how both the approaches work.
Fedex, DHL, UPS, Royal Mail and Blue Dart are the top 5 courier delivery businesses of the world. As their services are used by brands and people alike, customer service is anything but critical for them. To understand which courier brand provided superior customer service, an analysis was done for each brand. Using their Facebook and Twitter profiles, these brands were studied on parameters such as:
The volume of conversations customers have with brands on social media increases each year. While most brands know what to say to a customer’s query, few know how to. To clarify, we intend to highlight the way a brand sounds while conversing with a customer online. While replying to a customer, some brands mistakenly sound too formal and robotic. Sounding anything but warm or friendly isn’t the best approach when conversing with customers online.
As per Econsultancy, 72% of the customers expect a response of their query on social media within one hour. This expectation can be fulfilled only when you prioritize customers to give out responses.
It is a much spoken about fact that all customers are important. However, when a company has many customers to engage with, each with different importance, it becomes challenging as to who to engage with first. In case you too are scratching your head wondering how to prioritize customers in social media, here are a few parameters that should be considered:
Responding to customers online is a challenging job as a brand’s response might not always be what the customer wants to hear. However, proper training helps your social media agents respond to customers in a satisfactory and fair manner. It is said that learning happens either by one’s own mistakes, or by paying attention to those of others. Keeping this in mind, we have gathered from across the globe a few examples of how social customer care response should not be done. With this, you know how to train your agents.
Socially responsive brands create happy customers. Every brand knows this and those who don’t are living under a rock. Social media is all about speed, fast likes, fast answers and faster resolutions. If a post is unanswered for a couple of hours it fizzles off and a new latest takes its place. Customers are forming opinions based on how responsive a brand is. The choice is simple — quick or dead.