Twelve ways social media extends customer service.
Social media has changed customer service from being a support function to being an extension of marketing. In the social media ecosystem, customers want to know that you're listening and responding. As your organization's front line, customer service is where your company becomes real to prospects and buyers by engaging with the public and showing your firm is real and cares. (Here are 100 ways to show your customers you care!)
With social media, you have to win your prospects, customers, and fans with every interaction across platforms. As your company's point of interaction, customer service is critical to your social media marketing efforts. Zappos is the poster child of amazing customer service across social media outlets. From a customer service perspective, when it comes to social media networks, 46 percent of customers want to solve a problem and almost 40 percent want to give retailers their feedback according to research from Cone, Inc. Additionally, roughly four out of five customers seeks a special deal.
12 Ways Social Media Enhances Customer Service
Here are 12 ways social media supports customer service and extends your marketing efforts.
5 Ways to Measure Social Media Customer Service
As with any marketing and/or social media effort, it's critical to set your objectives and create related metrics to assess your success. Here are five metrics to help you monitor integrating social media into your customer service delivery.
Social media has changed how consumers and companies view customer service. Now, customer service fulfills a variety of different functions including enhancing your marketing. Is your firm ready to meet these new opportunities?
Are there any other customer service points that you'd add to this list? If so, please include your perspective in the comments section below.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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September 23, 2014