Technology has influenced customer service in a significant way. All major companies have adopted multiple forms of social media, which have now become an integral part of their customer service strategy.
It’s essential for businesses to have a social media presence these days – more than half of consumers are on Facebook, Twitter, LinkedIn, Instagram and Youtube with 82% having gone online at least once in the past month to post reviews, looking for coupons or to compare prices. Social media also has a significant influence on how companies interact with their customers.
This blog post discusses the impact of social media on customer support through statistics.
A majority (54%) of consumers say they would report a business they find unsatisfactory to social networks like Facebook, Twitter, LinkedIn, Instagram and Youtube. Nearly half (47%) said they would complain online to the Better Business Bureau, and 41% would give up on a business altogether if they weren’t satisfied by the level of customer service received. Companies are also finding it harder to get people’s attention these days – 30% of consumers say their attention span has decreased over the past 4 years.
Importance of Social Media in Customer Service
It’s important to know how you can make your customer service improvise utilizing social media. This article gives you tips on social media usage to help improve the communication between customer service and customers.
Social media allows companies to reach out to potential customers in a very quick and easy manner. It also helps companies to maintain contact with past customers, and even bring them back so as to service them in the future.
An effective social media strategy for customer service is vital in order to make your company grow, maintain existing customers, and attract new ones.
1. Bring Website Traffic
It’s a common misconception that social media is used for marketing or branding – but there are three other major categories that it falls into as well. As far as Customer Support is concerned, social media can be a valuable tool in dealing with inquiries from customers who have questions about products and services offered on the company’s website.
In order to keep up with the constant stream of inquiries, Customer Support employees need to be able to find information quickly and easily. They use a combination of traditional searches and social media networks to give customers answers as soon as possible so they can resolve their issues and continue on other tasks if necessary. Let us take cognizance of the apt saying, “what goes around comes around”. Customer Support and Social Media feed off each other.
Social Media helps to boost traffic on websites and hence benefits Customer Support to serve more customers, create more opportunities for the company and build a strong brand presence. As a result, customers more frequently find their way to your website, get better customer service advice, and get their needs taken care of, all-in-one positive Customer Service interaction.
Social media is not just about setting up a page or two, it is about understanding how your audience will use the platform to interact with you. Here are some Social Media Management tips that will help to support you on social platforms.
1. Optimize Your Online Presence
Look at the Social Media Platforms that your customers might like to use. If they like Twitter, provide their accounts with appropriate information and links to wherever they find themselves most comfortable. It’s important to create all kinds of little things on the page, rather than one big thing. Create informative content which can also be tweeted or shared on Facebook, Twitter, LinkedIn, and Instagram.
2. Add Audio Clips On Facebook
You can add audio clips of your webinars, podcasts or even your latest videos. It is like selecting the best radio station with the most discerning tastes in music, news and sports to listen to. It is about choice! Since you are supplying them with more choices, they are likely to keep coming back for more content.
3. Create Calls to Action
Create Calls to Action (CTA) buttons on your blog posts and social media posts. This will make it easy for customers to interact with you by clicking on something or sharing with others. It sends a message to your customers that you want them to connect with you.
2. Effect on Brand Loyalty
Customer service has been a priority for many companies over the last few years. Customer satisfaction and loyalty is essential to keep customers coming back and building likability among consumers. Social media has both enhanced and complicated customer service for brands, and though this knowledge may be useful information to take your company’s current strategy to the next level, it can also be overwhelming if not taken with prior thought.
Social media has been the center of attention for brands for years, with Twitter being the social network that gained popularity lastly. Both customers and companies have been using it more frequently to communicate with one another. Direct messaging has also been a great tool for customers to communicate with businesses outside of social media platforms. Before, this process would be solely handled over the phone or email, but now there are easier ways to get a hold of a business or customer service representative on Facebook, Twitter, LinkedIn, Instagram, and Youtube without going through a call center. Direct messages keep everything a bit more private and often more timely than an email or phone call.
One of the most important things to realize, though, is that Social Media can make a very large contribution to customer service. In this article, you will read about how social media has helped to enhance customer service for companies and how it can make a great impact on customer loyalty.
In the past, before the popularity of social media was widespread, companies took advantage of direct email marketing. Direct mail allows a company to capture information from customers and provide a high level of personalization for its products and services. However, direct mail is not as popular as it once was because modern technology has become an essential part of modern day life. Because of this, customers expect to communicate with businesses in a digital way. Direct mail is no longer as effective as it once was.
Some companies have taken full advantage of Twitter marketing, but there are still many others who are not taking advantage of the potential marketing opportunities offered by this social platform. Social Media allows Customer Service representatives to quickly respond directly to consumers without having to use phone calls or emails.
3. Boost Sales
Social media sites like Facebook, Twitter, LinkedIn, Instagram and Youtube have created a new world where we can connect and share information with ease. Companies are now using this technology, as well as many others, to interact with their customers. Companies such as Victoria’s Secret used Twitter to post live-streamed fashion shows on their Facebook page, with endearing 5-second videos that showed what the show was like from the backstage perspective. Other companies such as Apple and Nike use social media to boost sales by providing people with user-friendly content they need for upcoming products.
These types of social media campaigns help customers and companies interact on a deeper and more personal level. For example, Apple customers can join an exclusive Facebook group for customers to discuss new products and share their experiences with other users. This type of access to information can aid in making informed decisions about upcoming product purchases. Also, the connections established by social media allow people to feel more comfortable sharing experiences with each other and creating new bonds that lead to future business opportunities.
It comes as no surprise that 93% of consumers say recommendations from friends and family are influential in their purchasing decisions (Weiss et al., 2011) But, only 33% report receiving recommendations from brands (Deloitte Digital, 2014). Given this crucial statistic, it is vital for both brands and customers to increase the amount of recommendations they receive to simplify and smooth the consumer experience. There are many different ways that social media can boost sales, but our blog focuses on how social media supports customer support. Our aim is to explore the effect of social media on customer support in order to increase customer satisfaction. A study done by Small Business Labs found that businesses that responded to customer feedback had more satisfied customers than those who did not (Small Business Labs 2013). Therefore, more satisfied customers are more likely to buy more products and services.
4. Increase in Brand Awareness
Social media has fundamentally changed how companies interact with their consumers. Companies are now using social media as a way to create brand awareness, customer support is also seeing an increase due to social media usage. Consumers are able to seek help for more problems through the use of social media than they were before, which is why customer support takes on added importance.
Brands that used social media successfully became brands that continue to thrive today.
Typically, companies use social media to promote a brand image and offer a service, in which the consumer is also offered a service with a brand. The purpose of using social media is to create awareness within certain groups. This is why customer support has become important for companies because this way consumers can seek help from the company when they have an issue. When companies can connect with their customers on social media that means they are able to help more consumers in solving their issues and be more successful in serving the right connections.
Companies interact with customers through social media because it gives them an opportunity to provide good value for the public, which shows that they have high customer care standards. This is the reason why social media has become a main place for companies to interact with their customers.
If a company wants to gain more engagement on their social media platforms, then they must put effort into actively interacting with customers. One of the ways for them to do this is by providing great Customer Support. It’s not enough for them to simply post content on social media, they need to be able to connect with customers through social media. For Customer Support to have an impact, it needs to be knowledgeable and able to understand what the customer needs. This way, the company will be able to give their customers what they’re looking for.
Providing support for customers through Social Media is very important because this way they can ask questions about how to use their product properly. There are also instances where companies offer customer support through the site, which is helpful for those who are not sure how to use the product or if they need additional help.
When companies interact with their customers through social media, it shows that they truly care about them and want to improve their relationship with them. If a company does not respond well to the needs of their customers, then there is a possibility that they will lose business in the long run.
5. Gain Customer Satisfaction
Managing customer expectations is a delicate task. It requires timely and appropriate Customer Service. However, Social Media has arisen as an avenue to ease and expand the reach and efficacy of customer support. Instead of merely answering questions and addressing concerns, companies can now address the issues that arise on their social media pages to preemptively prevent those same issues from arising elsewhere in their customer base or online presence.
The online and offline customer support models both face the same problem of resolving customer problems. No matter how much effort is expended, no company can resolve every problem it deals with. Customer satisfaction rests on the gaps between issues resolved and expectations met. Social media can be used to preemptively address issues before they reach the customer service teams, which makes for a more efficient, better-informed team that can provide greater service across multiple channels.
Social Media’s role in this preemptive model is two-fold. First, Social Media allows customers to voice concerns earlier in their experience cycle before they have actually interacted with a human being at the company. Putting a social media presence in place allows a company to monitor a larger portion of its potential customer base along with providing immediate response to customer concerns.
Social media can also be used after a solution is implemented to monitor how satisfied customers are with the service they received and to address any lingering issues. Companies can use social media analytics, such as sentiment analysis and conversation analysis, to analyze the type of feedback or issue that these conversations bring up and create processes for addressing them before other customers have the same issue.
6. Develop a Loyal Community
The use of social media in the customer support sector has led to an increase in direct communication between companies and their customers. Customers can now communicate with companies through social media platforms like Facebook, Twitter, LinkedIn, Instagram, and Youtube. This form of direct contact between customers and companies affects the customer service aspect of the company by allowing for more conversation. Companies are able to interact more directly with their customers on social media, which leads to stronger relationships that are more reliant on emotional comparisons rather than rational ones.
Social media is having a very positive effect on customer service. Companies have been able to use social media to improve their marketing and customer service by using platforms for marketing and customer service. Social media platforms have allowed companies to interact with their customers face-to-face, but in a way that is more private, which allows the consumers to take the time they need for their responses.
Social media has become so much more than just a simple selling tool for companies to use; it has become a platform for customer support. With almost every business having an official place on social media, customers can now reach out using their preferred social media platform to discuss any problem or issue they may be having with the product or service that they are purchasing.
How to Improve Customer’s Negative Feedback?
Here are some ideas that may help reduce the negativity you’ve experienced on your business’s social media page.
- Respond to all negative feedback with an apology and acknowledgement of their issue. If possible, offer a refund or replacement.
- Check old posts for any complaints that were not acknowledged and address them as soon as possible. Add a note to the post if customers complain about it in the future, so they know it was addressed.
- If you are unable to accommodate their complaints, remember that responding is your best solution. You cannot ignore complaints and expect them to go away, and neglecting to respond could result in a negative review on a third-party site like Yelp or Google.
- Remember that it’s not always possible to please everyone. If the complaint is old and the person has not contacted you for over six months, take down your response or add it as an addendum. If they continue to leave negative feedback over time, it will only make matters worse for you and your company’s reputation.
Customers are more likely to have positive experiences with companies if they are satisfied with the interactions they have with the company. Companies may seem to capitalize on the “attention economy” by sending out mass emails and posting on social media sites, but this may not be in customers’ best interest. The attention economy can turn into a spam-like environment that does not benefit customers, which is why companies need to find ways to communicate effectively through social media.
The results also suggest that people who receive frequent customer support interactions are more likely to be satisfied with their interactions. Communicating with customers on social media is an effective way for businesses to solve issues because it makes them aware of the customer’s needs. Companies that are able to provide solutions through social media are likely to have more satisfied customers.
Our blog suggests that companies should use social media to reach out to customers by responding to questions and comments, even if they do not directly address the problem at hand. Companies can also respond to negative comments or complaints by acknowledging the customer’s negative feelings and offering a solution, much like what airlines have done recently in response to complaints about lost baggage. These strategies will help companies win over dissatisfied customers by showing how seriously they take the customer’s problems.