The Social Media Rebellion – Social media has turned Customer service upside down. No advancement has disrupted the Customer-care landscape on the same order of magnitude – or as quickly — as social media (past eService biggest influence on Customer service in the last 50 years). Today, more than ever before, Customers are informed and empowered, and they expect personalization and quick responses. In the past, a company had the ability to respond (or not) on their own timetable, but now the fact is your Customer has instant access to social media, which means instant access to thousands of people. Consumers now have personal platforms and the ability to broadcast the good, the bad, and the ugly pertaining to their favorite (or least favorite) brands with the click (or the tap) of a finger. For better or worse, social media has also shone a spotlight on a brand’s approach to Customer care – fails, successes, and all.
Department of Customer Defense – Companies need to make sure they have proper procedures in place to handle their Customer’s reaction on social media. If not, then you run the risk of a potential nightmare (see past eService It’s About Time). Here are some keys:
- You need to know about it. There are numerous software choices that will automatically notify you anytime your company gets mentioned on social media channels.
- Respond ASAP. It takes years to build a brand’s reputation and seconds to ruin it. Don’t be vulnerable to brand terrorism. Be aggressive, with both positive and negative comments. Thank and address publicly and privately if needed.
- Make it easy for Customers to share and give feedback, even if it is constructive. Most companies are only hearing from a small percentage of unsatisfied Customers. How often do you have a poor Customer experience and don’t bother to tell anyone at that business? If we advertise to our Customers that we want to hear about their experience, good or bad, it dramatically increases the amount that will share, both good and bad. What they are not telling you, they are telling their friends. Today that could be thousands of people in a click of a mouse.