Reassurance that problems will be fixed is not enough.
More and more companies are looking to Social Media to facilitate and engage their customers. Life can be incredibly stressful depending on the support system in place. We want to know that we can trust your brand or service before we are customers. To know that if something does go wrong you will be there to pick up the pieces.
Changing the process
When a company singles you out…you form a bond with them. You feel connected. You want to do business with them.
Each generation’s expectations seem to grow exponentially. Now that Social Media has become a crucial part of our lives we expect immediate results. Reassurance that problems will be fixed is not enough. We want to know why it happened, if it will happen again and when it will be fixed.
This means a customer service process that was considered adequate even three or four years ago is antiquated due to advancements in Social Media networking. Not advancements in technology. The half life of standards degrades at an incredible pace now because of this. Social Media is the soap box to the world. How do you know when someone is online voicing their concern for your brand, product or service and how do you help them? All you have to do is listen.
I wrote about a positive experience I had with 1800 Postcards (@1800postcards) on Twitter recently. Their engagement with me was unprompted. As I mentioned in that article, when a company singles you out to discuss your thoughts or needs, you form a bond with them. You feel connected. You want to do business with them.
Social Media customer service done right
The fact that a large company has dedicated positions set aside for this task is an indicator as to where customer service is heading.
Last month I came home from work to realize my Charter cable box and internet connection was down. I went to Twitter to voice my frustrations. I stood atop my digital soapbox and posted a throwaway comment about how I wouldn’t be able to deliver a freelance project on time with lack of service. Minutes later I received a response from George Vick (@CharterGeorge) one of Charter Communications’ Social Media Communications Specialists. Over the course of the next thirty minutes he engaged me in communication to fix any problems I was having with my service.
Although the Social Media helpdesk concept isn’t new by internet standard years (think dog years) – the fact that a large company has dedicated positions set aside for this task is an indicator as to where customer service is heading. There will, undoubtedly, be technical colleges around the world offering certificates in Social Media Communication for Customer Service Representatives.
Charter’s main Twitter account, @umatter2Charter, published an article detailing the addition of new Social Media Communications Specialists to the team. Beginning on Monday Charter will be expanding their hours, including staffing the weekend, to cover Social Media in hopes that it will allow them to provide even better support.
The key to longevity in any business starts with customer satisfaction
When used properly, Social Media customer service is more convenient for customers. For the company, it yields a better cost-to-quality investment ratio due to the price of setting up a basic, internet connected, computer network for staff. Most of all, it provides immediate results and a positive face to any of your brand’s problems.