Just ten years ago you used to have to wait on hold 40 minutes for any minor problem, worry or concern - worse yet, you had to physically go back to the store or company in question.
Times are a-changing and most major organisations have realised the potential of social media - its available anywhere and most people already have it set up (or can ask the kids)!
Customers no longer need to feel voiceless when it comes to reporting a complaint, mistake or otherwise and organisations are getting particularly savvy to using other methods - social media - to offer resolve to customers.
The disadvantage? Social media is very public - as more and more consumers get switched on to using Twitter for customer service woes - so organisations absolutely have to be in control and do it well (everyone else can see their efforts, after all)!
In Numbers: Customer Service Gets Social
- 33% of users even prefer to contact brands using social media rather than the telephone. [Source: Nielsen]
- 14% of tweets sent to major retail brands are from customers experiencing problems in-store. [Source: Conversocial]
- 71% of customers say that valuing their time is the most important thing a company can do to provide good service. [Source: Forrester]
- A failure to respond via social channels can lead to a 15% increase in the churn rate for existing customers. [Source: Gartner]
- 66% of global consumers stopped doing business with a provider and switched to another in the past year due to poor customer service experiences. [Source: Accenture]
- When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company. [Source: Bain and Company]
- Customers who encounter positive social customer care experiences are nearly 3 times more likely to recommend a brand. [Source: Harvard Business Review]
- 42% of people will tell their friends about a good customer experience on social, while 53% will talk about a bad one. [Source: American Express Global Customer Service Barometer]
5 Ways To Level Up Your Customer Service on Twitter
Here are the most efficient ways to up your game when it comes to customer service on social platforms, namely Twitter.
1. Structure your social media
Whether the management of your social media accounts is outsourced or remains in-house, all of those people that are involved in it should know and agree to a structure.
Adopt a Twitter dashboard - such as Hootsuite etc - where you can see all of a user's communications with your brand, so that you don't slip up when multiple people are managing your account.
Have a set way of dealing with messages, whether that's directing to an email address or phone line, you should have a typical structure for user engagement.
If you know that you will regularly receive communications from users, because you're a large corporation perhaps, it might be worth adopting a separate Twitter account for support.
2. Be careful with information
There is no worse slip up than showing a lack of knowledge about social media when you're dealing with customers in such a public arena. If the conversation requires private details, ensure your Social Media Support Structure includes the rule that such details are shared via DM (Direct Message) only.
3. Take part in the conversation
Not all users tag in company Twitter handles, so throw them a curve ball and respond to comments that don't incorporate your Twitter handle. How? Using Hootsuite et al you can track tweets that mention particular words or phrases - so follow tweets that mention your company name without the @ or # as well as those that do.
It also pays to engage with customers like a real person, which means no automated responses! People turn to Twitter for customer service because they live in hope a real person is sat on another computer screen somewhere managing that company's account. Don't ruin the user's experience with you by sending a generic, "Please get in touch via hello@thriveability.co.uk with more details about your comment. Thanks!" - be better!
4. Have a personality!
Not only should be you be active on Twitter, but you should be a person, who actually makes friends and engages regularly with certain accounts. Also initial your tweets, or sign off with your name, whatever is easiest. This assigns comments to certain staff members, making it easier when a user returns to speak to Claire that we can explain we're not Claire or find Claire!
TOP TIP: It pays to include the hours of your social media team in your Twitter bio - people will know whether or not to expect a speedy reply.
5. Take it on the chin!
Someone tweeted about your company and it wasn't complimentary. The handle on the frying pan broke after two uses or the delivery was a day later than anticipated. That's annoying and not always easy to hear (or read).
However, it pays to deal with it head on. Be polite, apologetic and realistic about what you can promise next. Whether it's a simple acknowledgement or an actually update or explanation, it looks good to potential customers that you offer something rather than ignorance.
Find out about our social media management and engagement services - the kettle is always on at Thrive!
