Are You Using Social Media to Improve Customer Service For Your Business?
We can all agree that social media is a non-negotiable component to a successful marketing strategy, but why? While nearly every credible business has launched social media accounts, many small business still see social media as a necessary evil rather than an asset. This is because small advertising budgets result in discouraging conversion rates. But advertising and brand awareness aside, social media can be instrumental for your brand’s customer service efforts. According to a study conducted by the University of Southern California, customers who feel that brands value their time and respond quickly to requests will spend more money with those brands. Business owners, here’s what you need to know:
- 77% of American consumers say that the best thing a brand can do to provide excellent customer service is value their time. With the digital world normalizing speed-of-light responses, customers expect personalized, instantaneous attention from their favorite brands. Social media makes this possible.
- 3 in 5 American consumers would try a new brand or company for a better service experience.
- 74% of online adults use some form of social media. Your target audience is sharing personal information and engaging with individuals and brands all day long. Join the party.
- Nearly half of online customers rely on social media to share products reviews, bash on bad customer service, and request more information from brands.
- When brands engage and respond to customer service requests through social media, customers spend 20% to 40% more on their products or services.
How To Strategize Social Media to Improve Customer Service
Ready to revamp your online customer service strategy? Use this checklist to implement social media, connect with customers and see profitable results.
- Build real relationships with your customers – Social media is a social platform, not a promotion platform (sorry business owners, it’s the honest-to-goodness truth). While there are advertisement tools available through Instagram and Facebook, remember to use the platforms to engage in genuine conversation with your customers. Don’t forget the genuine part, people can tell when a brand is being phony.
- Be the best, so the slip ups are forgiven – When a customer is wronged by customer service, they are almost certainly heading to social media to rant about it. If you have a strong, attentive customer service strategy, mistakes (i.e. wrong size shipped, lost package, etc.) are more likely to be forgiven. Above all, customers want to be heard, so use your brand messaging to respond to rave reviews as well as criticism.
- Be randomly generous – Random acts of kindness are the secret glue keeping humanity together. Create more opportunity for genuine connection by reaching out with a kind gesture any time a customer gives a positive review of your product. If you want to give these gestures a little more structure, experiment with a customer of the week program.
- Respond quickly – Ignored responses are infuriating to a customer, don’t make them wait to get the information they need. The longer a customer waits, the faster their brand loyalty dwindles. (It’s not an exact science, but you know we aren’t wrong here).
- Create a support page – If you want to keep your main social media pages focused on brand awareness and products, create a separate support or service page and advertise it on your main page. This can streamline your customer service efforts while also showing customers their needs are important enough for an entire sub social media department.
Already using social media to improve customer service? We want to hear about them! Share your techniques below in the comments.