This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of: Social Customer Service is the New Heart of Marketing. This webinar was sponsored by Lithium and featured panelists from Lithium, Forrester Research and AMC Theatres. We discussed why social media is becoming the primary channel for customer care.
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.
A few well known brands are renowned on the basis of how their customers experience these brands. Year after year, the situation remains the same: the same brands stand out in terms of the customer experience, and of the rest most of them are doing ok (not great) and haven’t improved much from the previous year. So what’s missing?
Want your business to succeed? You need to have a primary focus. That’s your target audience. It is extremely important to focus on the customers, as they are the center of your business universe. You need to ensure that in addition to offering the best products and services, the customer service that your business offers is performed perfectly as well. And it’s not difficult to do that anymore.
In many ways, social media is just another channel. Most of the marketing techniques they teach in business school are just as applicable to social media as they are to direct mail. And if you’ve worked in or managed a call center, translating those skills to social is relatively straightforward. But here’s the big difference: Whereas traditional marketing and call centers have focused on 1-to-1 experiences and, in the case of mass marketing, 1-to-many, social media introduces the phenomenon of many-to-many experiences.
How can you manage conversations with your customers if 24/7, round-the-clock support isn't feasible? How can you still manage to exceed the expectations of your customers? Take a look at these 5 great alternatives to make sure you can still deliver smooth customer interactions over the weekend, during and outside peak hours, and those make or break crisis moments.
“Customer service is the new marketing.” I’ve probably tweeted that a dozen times, and I think about it almost every day. But social media conferences – and the practitioners who attend them – have continued to be divided into two tribes as if they were playing Survivor : the Marketing tribe and the Customer Service tribe.
Nowadays, social media is one of the most important channels for customers to reach out to with complaints or questions. What happens behind the scenes usually stays a secret. How exactly is your brand handling social customer care? And more importantly, how are you organizing your social customer care team?
The hours when your audience is talking to your brand has a big influence on the hours you yourself need to be active. This is typically highly dependent on the industry you’re in. The first step in understanding this is by monitoring when your community is active to help you define your framework for social customer service. Notice any peaks during the day? Make sure you are providing customer service during these hours.
Each and every consumer with an internet connection can broadcast their negative experiences with your brand for countless others to read about, making proper handling of these situations imperative. But great response and timely solutions can help brands to maintain current customers, and even reach new ones. Simply put, superior customer service is the key to customer loyalty and increased sales, and social media is an effective tool to deliver that service.