Why Social Customer Service Is Crucial For Brand Development

Lauren Thomson

In a world of technology and social media, customer interaction can either make or break your marketing strategy. Today, protecting your brand now means solid social customer service practices across your helpdesk, front line, and all levels of your operation.

The Power Of Social Media

Social media drives the way people date, associate, learn, and shop. In fact, nearly half of all online account holders have used their social media platform as a way to contact a particular business with a question, comment or complaint about a brand or product. Such behavior is even more prevalent among users under the age of 25, many of whom prefer to contact a company online than through a traditional telephone line. Furthermore, this younger generation expects resolution, and expects it fast.

Simply put, your customers prefer to engage your business through a virtual space, and most expect you to be available at any time of day. Therefore, you need to send your marketing team to where the conversations are happening. Moreover, you want a cloud help desk that is convenient, user friendly, and innovative. Personalize all aspects of your portal, and be sure to integrate links to mobile apps and social platforms. Above all, remain transparent. If you do not currently operate on a 24-7 basis, stay accountable to your service level agreements.

Good Social Care Means Happy Customers

Not only is social care necessary, but it is also highly rewarding. Brands that are dedicated to this online space are highly praised. Better still, they reap the benefits of lasting customer loyalty. Companies like BestBuy that are dedicated to serving their customers online are enjoying a larger audience, more repeat purchases and higher profits.

Social media is your most valuable networking tool. Not only does it keep your current customers happy, but it also draws in the respect of others who become interested in your brand simply by observing a positive interaction between you and another customer.

Your Game Plan

If you want to reap the benefits, you have to have a strategy. Start with the basics:

• Listen to your customers: Begin by tuning into all online conversations about your brand. Look for trends that lead up to both positive and negative comments. Hone in on those topics in order to drive the conversations in the right direction. Be sure to build upon positive testimonials.

• Listen to your competitors’ customers: Don’t forget to study up on competing brands. What do customers value? What do they despise? What type of interactions lead to positive or negative feedback? Look at comments and try to identify potential areas where you can jump in to the rescue. By forecasting customer needs, you position yourself as a company that unhappy customers switch to.

• Be available, but be productive: A fast response is crucial. However, if you’re sacrificing quality for speed, you’re missing the point. Impersonal responses are a huge turn-off, so be sure your team is responding with purpose. Speed may simply be a matter of quickly dispatching responses to the correct person.

Don’t Delay

Don’t put off your social care strategy. It’s the front line of your entire reputation.

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