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Two companies that stand out in my mind who are great at delivering Customer Obsessed Service are American Airlines and the UK supermarket chain, Tesco. We've covered American Airlines on our blog, noting them as being social customer service all-stars. The company goes through a very detailed hiring process for their social customer service team. The agents make sure to answer every message that is sent in to them from a customer - with a goal of responding to everything in under 10 minutes! Tesco is very similar in the way that they use social customer service. Also, as a Conversocial customer, they are able to keep track of all their mentions on social media, and look through analytics to get a deeper understanding of customer sentiment and satisfaction. American Airlines and Tesco are just two of many companies who are all-stars when it comes to delivering customer service via social media. And as the demand for social customer service continues to increase, I'm sure there will be even more companies that will emerge!
Thanks for sharing this post, Becky. As Social CRM continues to grow, it's becoming more and more important for companies to have a presence on social media. If customers are writing in on Facebook and Twitter looking for answers, it can be harmful to a business if they ignore them - especially when posts on social networks are public. At Conversocial, we found that 29% of customers expect a response on Facebook within 2 hours, while 30% of customers want an answer on Twitter within 30 minutes. With demands like these, it's definitely time for businesses to start paying attention to social media, and begin setting up teams to deliver social customer service.
In terms of setting up a social customer service team within a company, we have developed a guide filled with useful tactics, interesting statistics, and case studies from customers currently using social media to deliver customer service. Our Definitive Guide to Social Customer Service was set up to help companies figure out an entirely new customer engagement program. We'd be very interested in your opinion on the document, and would welcome any feedback you could give us. Thanks again for the great post!
You bring up some really important points, Chris. Social media monitoring and engagement makes a huge difference to customers - and can ultimately have a positive effect on business. If customers feel like they can rely on a company to be available to them on social media should they require customer service, they will definitely be more loyal to that company. Should a crisis arise, the social media team will already be in place to help fix the problem. Looking forward to the rest of your articles on loyalty models!
These are great points as to why looking at sentiment is so important. By analyzing sentiment data and getting a deeper knowledge of customer opinions, companies are able to improve their products and services. If a company listens to what customers have responded negatively and positively to, and models their business around it, customer satisfaction will improve. Conversocial has a feature inside the enterprise account that allows customer service team members to manually mark social media messages as positive, negative or neutral, and then to analyze this data to see where all the sentiment was directed. It's definitely important to focus on social media sentiment to improve a business. Customer satisfaction is key!
Great tips, Sara! I really like that you pointed out not to overuse the same responses. It can get very boring when all a brand does is reply 'thanks' everything. The brands that stand out the most to me on social media are the ones that put character and personality into their social media accounts.
There are lots of great suggestions in your post, Courtney. Southwest Airlines are an excellent example of a company who does an exceptional job with social customer service. Some other companies who also do this particularly well are Zappos, Tesco, and KLM. Each of these companies not only makes an effort to answer every customer service message sent to them through social media, they do it in a timely manner and they stay true to their brand image. All three of these companies also recognize that the Internet is active 24 hours a day, so they offer out of hours customer service on Twitter - a great bonus for people who look to contact a company after they get home from work.
At Conversocial we have developed The Definitive Guide to Social Customer Service, which outlines the basics for companies who are looking to get involved on social media. The time has passed where marketing departments should be fully in charge of social media pages - it's time for companies to start engaging in two-way communication with their customers on social networks. I think that you've laid out some really great starting points, and hopefully companies will take all of these into consideration when they begin to incorporate social media into their business.