Social Media as a Customer Service Strategy
Social media is more than a necessary customer service channel: it's essential.
Many of our customers use social media, and if we're on the right track, our company is there too. Whether on Facebook, Google +, Twitter, Instagram, or a similar platform, getting a “like” or having our content shared isn't enough. This may attract new followers, but how are we serving existing customers? These channels matter for more than engagement and promotion; direct relationships with current customers are the most valuable part.
They can offer feedback on how to improve your service. Their level of interaction with your brand or product makes social media an essential channel you shouldn't overlook.
Start by developing a well-structured, clearly defined customer service strategy.
Remember that social media is a communication tool connecting customers and brands. Customers expect support, and they expect it quickly. Answering a few questions on Facebook is no longer enough. Consider these points when developing your strategy:
- Who your customers are and which social networks they use. Pinterest may not be the best choice for a medical practice.
- Brand personality: work with your team to establish clear guidelines for addressing customers, choosing a tone, and creating a frequently asked questions guide.
- Define the team involved: if your customer service team has multiple people and a hierarchical structure, establish a clear escalation process for resolving users' problems.
- An emergency response guide. Preparation makes all the difference. Anticipating situations in which you can quickly solve a customer's problem helps keep customers happy.
