Tag Archives: Customer

Tips on How To Make Customer Service Work Using Social Media

Many businesses have a presence in social media with Facebook, Twitter, Pinterest and a host of other options available. Social media is a fantastic opportunity to spread the word and show lots of great content. It is also a great way for consumers to interact with a company and reach out in times of customer service needs.

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And it is exactly on the customer service side of the equation that the film often breaks. Social media is usually the responsibility of the marketing and/or and public relations departments, and they do a fantastic job when it comes to transmitting corporate messages and showing off all sorts of “can’t-live-without” features and latest models. It seems that some companies forget that good customer service is out-of-this-world fantastic marketing and PR. Adding customer service to the mix will complete the circle and add tremendous value to the overall customer experience.

Unfortunately I see an awful lot of poor customer service on the various walls around the net. Unanswered queries and messages that get answered by someone who either doesn’t work in customer service or shouldn’t be working in customer service, they often carry a  passive-aggressive tone with a hint of defensive self-righteousness. They make my toes curl – it looks ever so bad.

Seeing such walls makes me wonder what kind of customer service I can expect from these companies who seem to prioritize pushing sales messages so much that they don’t have time to stop and pay proper attention to existing customers. I have actually chosen not to buy from companies because of how poorly they have demonstrated their ability to handle after-sale service issues on social networks. Surely I’m not the only one…

So here are some tips on how to it right.

The first tip is really not a tip at all. It’s a requirement. Answer ALL customer queries. There really is no middle ground here. You answer the phone when it rings right? This is no different, except here everyone can see when you choose to ignore the call.

There is a lot discussion going on as to whether 1 hour or 24 hours is the correct amount of time to answer customer queries. I’d say it really depends on your industry, but in general the sooner the better. Customers love immediate attention; makes them feel valued and a timely reply can easily be an ice-breaker if the query is of a difficult nature.

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When a customer reaches out, the first and most important thing you must do is to acknowledge them and show them empathy. I see companies using phrases like”Oh no, we understand your frustration and will….” or “Dear XXX please accept our sincere apologies we will immediately….” These types of responses are great, they really show that you care about the customer  and appreciate their predicament. One thing to keep in mind though is to not use the same phrase in response to all queries, a whole wall full of “Oh no..” looks like the responses are insincere and rehearsed, like a broken record.

The second thing to do is to demonstrate action. Let the customer know what you intend to do about the situation. And please do not say that “there is really nothing you can do” or “Facebook is not the right place to…” Yes, I have actually seen responses such as these, and there is ALWAYS something you can do and Facebook is an obvious place to demonstrate how much you care about your customers. So tell them that you will personally see to some action taking place or ask them to contact you personally with more details.

The last bit of advise I’ll give for now, is to NEVER reply to a customer query if you are in a bad mood or feeling irritable. In that situation a later reply is likely better than what you would be delivering immediately. When we communicate in writing, we only have the actual words to interpret, there is no tone of voice or body language to guide and help us, so you have to be acutely aware of your choice of words and using positive and supportive phrases is just a lot easier when you are in a good mood.

I came across a great example of how you can turn a very uncomfortable and difficult situation 180 degrees by giving the customer the answers they are looking for. It was a furniture company with a very unhappy customer who had received a sofa in less than prime condition, the reply to the customer was a detailed explanation that with complete transparency and honesty told how and why the situation had occurred, apologized for the unfortunate events, offered a solution and was signed in person and with a personal e.mail address attached.

Not many companies would dare to expose faults as openly as this company did, but judging from the subsequent comments I think it was the right thing to do. Admitting when you are wrong is a character trait that earns respect, not just for people but for businesses too.

How can you make Showrooming work for you

??????????????????????????????????????????????????????????????????????????????Basically Showrooming means that consumers browse physical stores in order to gather information only to turn around and purchase the products online. This practice is not likely to become a favorite with retailers anytime soon, as it in 33% of the cases[1] means a lost sale for the brick and mortar store. 90% of smartphone owners who used their mobile while in a store to research products were looking at somebody else’s site. That’s not good news for the pure brick and mortar operations as they have very limited means to fight it. As for multichannel retailers, they better do everything in their power to make sure the consumer is encouraged to surf their site.

If you can’t beat it – join it!

According to an IBM study, Showrooming drives 50% of online sales[2] perhaps not surprising considering one in five American consumers actively practice Showrooming.

The main reason consumers showroom is to compare prices between retailers, so the obvious answer to combat Showrooming would be to be the cheapest. This approach however is gravely flawed, as that would catapult every retailer into the reddest of red oceans, leaving everyone on the brink of extinction.

A much better approach would be to recognize that not all consumers are created equal. Not everyone is driven purely on price. Offering your customers an engaging and satisfying shopping experience will go a long way to retain them in your store. Good old fashion customer service would be a good place to start. A study done by Zendesk shows that the two main factors in creating loyal customers are quality and service, price only makes it to third place[3].

But since 20% of your customers will likely reach for their mobiles while in store anyway, the second place to focus attention is on the online experience you present them with .

Ready – Set – Engage!

Engagement is the keyword here; make the experience interesting and useful. Personalize the journey as much as possible by allowing customers to interact with your brand, make it suit their specific needs and let them share their findings with the world through social media. The more time a consumer spends online with your brand, the more engaged they become and the more likely they are to close the sale with you.

In addition the transition between the online and offline store should be seamless and coherent; the offering, look and feel should be equal across all channels, leaving the customer with the feeling that it is one integrated experience. The use of responsive design when building websites, where the pages will adapt automatically to the medium being used to view them, will go a long way in creating a consistent impression when using a digital medium.

Use data driven marketing and take advantage of what technology makes possible, offer free wi-fi in store and include smart sensors and QR codes offering personally tailored specials and information in real time. A global survey done by Cisco reveal that 75% of consumers want a personalized experience, once they have opted in[4].

By making it more advantageous to be on your site while in store, you actually make Showrooming work for you.