Does Social Media Equal Good Customer Service?

ChristiannaG
Christianna Giordano Senior Account Executive, Cohn & Wolfe

Posted on October 3rd 2013

Does Social Media Equal Good Customer Service?

The answer is yes. And no.

Social media has become many companies’ answer to providing better customer service by engaging with problems they find online, responding to complaints and providing more personal feedback, but has that meant that customer service has gotten better? Nope.

Our office just had the pleasure of hearing from Peter Shankman, three-time author and entrepreneur, about his newest endeavor, bettering customer service. While we first turned to Shankman for insight on personal branding (great interview, I recommend watching), it turns out his understanding of customer service is just as perceptive. According to Shankman’s research, 80% of businesses believe they deliver “superior” customer service. In reality, only 8% of customers have experienced superior service from those same companies. Now, there is no question that great customer service is essential to a successful business, but the question is, is social media the way to get it?

Pro Social Media

Social media can provide a direct line to customers. It can while also shape a company’s image by showing that they engage with customers in a public space and look to solve problems. It can allow companies to get creative in their customer relationships (i.e. delivering a steak to a guy in an airport after he tweets about it, yes that is the famous Shankman/Morton’s story) and answer questions quickly and with no regard to geographic location with less man power than traditional call centers and services.

customer service on social media

With millennials spending all their time on social media, many think (including yours truly) that social media is a game changer for customer service, and quite possibly its only future.

  • 24% of those who lost their temper about a product/service turned to social media to talk about their experience with that company (via Shankman)
  • 40% of consumers using social sites value access to customer service (via The Connection)  
  • 70% of airlines surveyed will use social media to promote their brand and offer reservations, customer relationship management and check-in via social media platforms (B2C.com)
  • 80 percent of consumers heard back from brands they contacted through social media within 12 hours (eDigitalResearch)
  • 59% of organizations take more than one working day to respond to email complaints, the average response time on Twitter was 5.1 hours, with 10 percent of companies answering within one hour (Simply Measured)

Pro Old School Customer Service

Now no matter how much fun it is to get a tweet from JetBlue telling you to have a great flight after checking in, nothing beats getting some truly great, old school, in-person customer service (which would most likely inspire you to tweet about it anyways).

A recent awesome, in-person customer service I experienced happened on my flight back from Atlanta last month. After a 6 hour debacle with my original flight with Southwest, I ran to the Delta counter at 8:30pm desperate to find a flight home to NY that night. After a little more airport drama (with no real fault to Delta, but they apologized and helped anyway), I finally settled in my seat. It was a bit cold on the flight and I didn’t have a proper sweater so I wrapped by arms as tightly as I could around myself and drifted off to sleep. I woke up an hour later to find that the stewardess had draped a blanket over me after noticing I was cold. I could not have been more shocked/impressed/amazed/almost brought to tears. Thank you Delta for the most surprising customer service I have ever received.

Now you might be thinking, yea, but was it as awesome as receiving a free pair of shoes from Zappos after tweeting about a damaged pair you got? Yup, it was even better, because in-person customer service will reach you on a more personal level and stick in your memory 90% more of the time than a quick tweet from @DeltaAssist.

  • 46% of customers want to speak with a real person on the phone for difficult inquiries (via Shankman)
  • 45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly. (Forrester)
  • Consumers prefer assistance over the following channels: Phone (61%), email (60%), Live Chat (57%), online knowledge base (51%), “click-to-call” support automation (34%) (eConsultancy)
  • 73% of consumers fall in love with a brand because of friendly employees or customer service representatives (RightNow)    

So do we live in an age where all online customer service is the answer? The marketer in me says, “…not yet” but the customer in me says, “never.” Until we, as a society, abandon the importance of inter-human relationships (which I am confident we never will), social will never fully replace the importance human-to-human interaction.  Done correctly however, it can be the perfect complement to it.  So when designing your next customer service strategy, make sure it is social. Always remember, those customers are more than just a Twitter handle with a following, so make sure they can always have the option to connect with the person behind your company’s customer service handle. 

ChristiannaG

Christianna Giordano

Senior Account Executive, Cohn & Wolfe

Senior Account Executive on the Cohn & Wolfe Digital Team in New York City – where I work deep in the trenches of social media strategy, community management and trends. I am a graduate of Gettysburg College with a Bachelors of Science in Management with a minor in Film Studies. I completed New York University's  Digital Media Marketing Professional Studies Certificate Program learning new skills in web analytics, search optimization and social business.  When I am not tweeting, blogging & pinning, I am exploring other aspects of life: family, friends, food, traveling & watching movies.

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Comments

Faaast Cash
Posted on October 3rd 2013 at 2:16PM

Communication is key when dealing with your customers and reaching out to them will not be so easy without social media. Social Media can help you maintain good customer relations! Get feedback about your company, products and services from your customers and know their concerns and grievances and give them best solutions through your business.
 

Faaast Cash
Posted on October 3rd 2013 at 2:17PM

Social Media can help you maintain good customer relations! Get feedback about your company, products and services from your customers through social media. Know their concerns and grievances and give them best solutions through your business.

Zach C
Posted on October 4th 2013 at 4:19AM

Christianna, interesting topic you brought up. 

To me, social media does not equal good customer service. Good customer service = Good customer service (no matter what channel is used to communicate with the customer)

When people think of making customer service social, they are actually conflating two goals of 1) providing good customer service and 2) using customer service as a marketing tool. While the two goals can be in line / complementary with each other, the danger is in the 2nd marketing goal superseding the 1st goal (which I feel that should always be the primary goal).

Using customer service as a marketing tool (such as the Shankman/Morton's story you mentioned) should be the domain of social media marketers and not the focus of the customer support team. The customer support team should focus on sustainably resolving the customer's issues as quickly and pleasantly as possible, and they should not focus on getting retweets / shares for customer support they deliver.

 

emarketing .
Posted on October 4th 2013 at 4:36AM

Social Media plays a key role for building relations with the customers for any business. Building relations with the customers and affecting the sales lead for the business is the main important feature of social media with the business. Selling services or products through social media and getting feedback from the customers. Thus, social media should not be ignored and followed for the growth of business.

bbmcKinney
Posted on October 4th 2013 at 5:11AM

I agree with you,social will never fully replace the importance of human-to-human interaction.But social media is a great way to connect with our valued customers,listen to their suggestions and to keep in touch with them.

blogshopcouk
Posted on October 9th 2013 at 5:16AM

great..I like it

nygreporter
Posted on October 11th 2013 at 8:26AM

Social Media will be essential for good customer service in 2014. It already represents a generation and  produces immediate response time to thought. Twitter will be bigger then Facebook one day. Twitter Stars will need to be paid a fair salary for their efforts and for this to be considered a serious career path. Any corporation not intergrating social media into their platforms will be technologically left behind in the coming years. Business owners should be on the look out for these stars and sign them immediately before the cost becomes too expensive. A solid social media manager should average $52K per year in the near future, as the business model explodes. A true social media star is the full package, someone who writes, produces, films, manages account, promotes, discusses and has fun with those following him/her.