Did you know that 25% of consumers who complain to brands on Facebook or Twitter expect a response within an hour, according to HubSpot? This seems a bit unrealistic, right? Shockingly enough, it might not be. You’ll likely lose respect and loyalty from a client if their questions and complaints aren’t dealt with in a short window of time.
Nowadays, customers even expect a response when complimenting a company. A few months back, They received a free salad from the organic fast-food restaurant SweetGreen due to a longer wait for chicken on my guacamole greens. They was so ecstatic by the phenomenal customer service that They tweeted at their corporate handle praising their response to a slightly extended wait time for my Friday night meal. For Digital Marketing Agency Check Vivid Digital
Follow these steps to build loyal customers through social media:
1. Respond quickly
According to an NM Incite survey of social media users, 33% of respondents would recommend a brand that offered a quick but ineffective response, nearly double the number (17%) who’d recommend a brand that offered a slow but effective solution.In fact, more people would recommend a brand that didn’t respond at all (19%) than those that received an effective but slow response.
2 Empower your employees
If responses need to be quick and personal, staff need to be trained and trusted to answer any customer issue. Staff should be given the power to answer issues themselves rather than waiting for approval from senior staff.
3. Humanize your brand
The rise of social media has made brand messaging more conversational. This should extend to social customer care. Consumers prefer to deal with real people rather than faceless corporations. Great customer care should be human, personal and empathetic.The growing number of brand responses that feature a name or initials of the staff member highlights this human touch. Humorous responses also help to serve this function. Humour isn’t always appropriate, but can work well where it is, as this example from UK supermarket Sainsbury’s shows. For SEO Services in London visit here
4. Go above and beyond
Going beyond what is expected can create brand advocates and provide some fantastic PR. A humanized brand with empowered employees is able to deliver customer service on a level unexpected by consumers.
A case study in going above and beyond is the story of Peter Shankman, who jokingly asked for his favourite restaurant to deliver him a steak while he waited for a flight. To his surprise, when his plane landed two hours later he was greeted by a Morton’s server with a 24 oz. Porterhouse steak.
5. Be on the lookout for problems
When Twitter users mention a brand without tagging them, over 96% of those mentions are ignored by brands. This mirrors the proportion of customers – 96% – who are unhappy with the service but don’t complain.The best customer service is a proactive one, helping customers before they even reach a call center or customer care social channel. The only way to listen out for these mentions is to employ a social listening platform.
Using Brandwatch’s Alerts and automated Signals, brands can be alerted to negative mentions and deal with the issue before it escalates into a negative PR story.These tools can also be used to drive new business in addition to reducing churn. Laterooms.com uses social media to run Concierge, a service which offers help, advice and inspiration to customers about their trips and hotels.
Laterooms also uses Brandwatch to spot opportunities to join in the conversation, and where appropriate, steps in to offer its expertise on the topic at hand. Of all enquiries the Concierge service deals with, 30% go on to become sales.
6. Choose the right channel
Moving conversations from social media to private channels will be necessary sometimes, but taking everything offline can make it look like you’re hiding. Asking customers to call or email unnecessarily can frustrate, and take away the value of social media customer service. Evidence suggests using multiple channels leads to lower satisfaction.
7. Align activity with your audience
Social listening can also inform you when your audience are most active, allowing brands to maximize efficiency: reducing waiting times and increasing response rates. The below chart, taken from our luxury fashion report, demonstrates the potential in this area.
Reaping the benefits of social media customer service
Consumers now expect to be able to contact a company using a method of their choosing. Slow to act brands risk being left behind as more and more customer care moves online. But it isn’t this fear that should motivate them, rather the promise of benefits to be had.
Although consumers have expectations that might at first seem unrealistic, a dedicated social team using a social listening platform can respond to their demands, and more. Worryingly, 40% of contact centers have no data analysis tools in place, despite the industry recognizing these tools as the top factor that will shape change over the next five years.
Properly implemented, social media customer service should benefit both parties. Of course, the primary advantage to brands is increased customer satisfaction. Companies using Twitter for customer service see a 19% lift in customer satisfaction.
In one study, customers who received replies to Tweets were more satisfied with their experience, more willing to recommend the company, and willing to pay more in the future. The faster the response, the more the customer was willing to pay.
Listening to the whole web rather than just social media, companies can take advantage of even more benefits, including reduced costs, finding new sales opportunities, and the potential to create brand advocates