Social media is great! Social media sucks! Depending on which end of the last comment session you are on, you will agree with one of those two statements. According to a recent article by Tad Nikolich in Internet Retailer, 74% of customers surveyed believe that criticizing a brand in social media results in better customer service. That is a pretty large group with high expectations! You bet this matters.
Tad listed the following steps you can take to meet these expectations:
- Be clear on your response window – Don’t tell clients you will contact them within 24 hours if you can’t deliver.
- Empower your peeps – Assuming you are more than a one person operation, allow those customer-facing individuals some leeway to solve customer challenges
- Project a consistent image – If you are going to be straight-laced and highly professional, don’t allow the phone staff to get too loose with their approach with customers.
- Show some respect – Nothing will turn a rough situation into a disaster faster than you taking two days to respond to a simple request for clarification.
- Monitor your surroundings – You can’t respond to a comment on social media if you don’t know it exists so, incorporate tools like Mention.com, Google Alerts, or Hootsuite to listen to the web for content about your company and/or your product.