Despite increasing advice on the web that highlights how to implement a great social customer service strategy, so many brands are getting it totally wrong. According to a study by Ovum, 76% of customers stop doing business with a brand following a bad experience. To prevent yourself from joining the blacklist, follow our 10 simple best practice tips.
Despite increasing advice on the web that highlights how to implement a great social customer service strategy, so many brands are getting it totally wrong. According to a study by Ovum, 76% of customers stop doing business with a brand following a bad experience. To prevent yourself from joining the blacklist, follow our 10 simple best practice tips:
1) Address the customer by name
https://twitter.com/sainsburys/status/664823188497571840
It’s warm, friendly, and it works. Addressing a customer by their name makes sure your interaction tailors specifically to that person. It puts customers at ease because it proves that the person on the other end isn’t a robot.
2) Make response times speedy
@Ryanair still no response from you guys?
— Laura Dagger (@lauradagger) November 2, 2015
Response times are key. A massive 66% of consumers expect a response on social media within an hour, and if you don’t, interactions become increasingly heated. Ignoring the customer, like we discovered Ryanair often do, is even worse. Address the problem head-on, no matter what it is.
3) Apologise
@KatieMcCabeee Thanks, sorry about the internet problems. Are you running your devices on a wired or wireless connection? ^ KB
— Virgin Media (@virginmedia) November 12, 2015
I have seen SO many tweets from brands who don’t apologise for causing any inconvenience to their customer. It’s the first thing brands should do. Being empathetic is highly effective in keeping people’s custom in a bad situation.
4) Give the customer your name
@SinfulSkittlez Oh crikey, check out –http://t.co/4j4DAxNvBs and let me know if this helps at all. ^Clare
— BTCare (@BTCare) October 19, 2015
Signing tweets by name means someone is personally handling the query. If a customer has a name, they feel like their tweet won’t get lost amongst all the others.
5) Avoid automated responses
Responses need to be tailored to a specific enquiry or complaint. Many brands on social are still sending out unhelpful stock responses, which just makes people feel like they are part of a tedious process. Responses need to written like you care.
6) Make a clear offer to help in-channel
What’s the point in having a social channel if you can’t solve any problems on it? Do not direct the customer to another channel, i.e. ask them to call the customer service number. They’re on social to get the issue resolved immediately. Ask them for their details to call, or DM them to continue solving the issue.
7) Be consistent across all channels
There are different teams on different channels, so it’s likely that users will have a different experience on each. Try to be consistent with good practice across all.
8) Create a “next action” deadline
@marcusleehunter Hi Marcus! Just checking how things are for you today? >DG
— Virgin Media (@virginmedia) November 12, 2015
It’s important for a brand to follow up on an issue, checking it has been resolved and the customer is happy.
