why it’s important to invest in social media customer service

Lee Halliday | 24/08/16

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The vast majority or customers wanting to communicate with a brand expect to be able to use social media, if the brand has a presence there.

However, according to data, when customers reach out to a brand via social media, only a dismal 36% receive an effective response or resolution and 10% never get any answer.

Whilst failing to provide an adequate response or engage with customers may come at a cost, customer care via social media needs professional attention: read these five tips -

Available and easy

An enquiry via social media may not always elicit a faster response, depending on the nature of the issue but it is hugely convenient. Added to this, it’s where many customers are probably already spending a lot of their time. It makes sense to communicate with them there.

Expectation

In today’s fast world of internet activity and communication, customers have less patience. If a company doesn’t respond to a message within an hour, customers begin to feel let down. If they have a complaint, they feel dissatisfaction towards the brand, naming and shaming on social media, or going elsewhere to shop. In other words, they want their voice heard.

Conversely, when customers receive a good response, they will go out of their way to recommend and publicly praise.

Impressions
 
Responding to a customer via social media where they are already engaging can raise awareness and reputation. It creates a positive impression to be open to public comment and with a strong commitment to a high standard of customer service; they also demonstrate being accountable for actions taken. It can also provide opportunity for humour which everyone loves.
 
Loyalty
 
Give a customer good service and data shows the impact on customer retention. The reputation of a brand can soar when customers feel they are being treated well. According to research, a staggering 85% are even prepared to pay up to 25% more, safe in the knowledge they will receive good customer care.
 
Yet, almost the same percentage will cease to buy from a brand if they experience less than adequate service. 95% will take action if they have had a bad experience, the vast majority of whom will tell others to avoid the company. 
 
Marketing
 
Feedback from customers can provide a business with an excellent marketing tool. They can reduce waste and excess stock, and create better focus. When a customer service team genuinely go out of their way to help, recommending an alternative product or sending comments to the appropriate person, customers love it, feeling valued and wanting to return. All praise to Marks and Spencer who are one firm that have got this just right.


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