Customer service via social media will increase

Customer service via social media will increase

Posted by Torben Rick | December 9, 2012 | Customer Service
Social media is changing the way customers complain

Social media is transforming customer service

With the explosion of social media prompting a dramatic change in how people interact with each other and brands, customers are turning to social media for customer service, whether you want them to or not. With the birth of social media, brands have lost the power they once had over consumers. Today, customers hold the reins. They are feeling more and more empowered to share their brand experiences and opinions online, stripping brands of the privilege of a one-sided conversation.

Customers have learned the power of taking complaints into the social realm

Customers have learned the power of taking complaints into the social realm, where negative postings can quickly go viral. Businesses that quickly respond with solutions to customer problems can not only stem the tide of negativity, but also demonstrate positive customer service to all their other followers.

If you’re skeptical of social media’s influence, consider this:

  • 1 negative post on social media cancels out 5 positive posts about a brand – this affects purchase decisions
  • 46% of customers want to solve a problem when engaging with a brand on social media – go where your customers are
  • Positive social care experiences equate to a customer being nearly 3x more likely to recommend your brand – nurture your advocates for free endorsements

A study from NM Incite looks at how consumer behavior on social media is impacting customer service. Key findings include:

  • 47% of all social media users today actively seek customer service through social media
  • 71% of those who experience positive social care are likely to recommend that brand to others
  • Nearly 1 in 3 social media users prefer prefer to reach out to a brand for customer service through a social channel compared to the phone, marking a dramatic shift in how people expect customer service from the brands with which they engage

Customer service via social media

Customers are turning to social media channels for customer service

What we’re seeing is that customers are turning to social media channels for customer service, regardless of whether and where a particular brand is actually equipped to handle customer service over social media. Today’s customers choose when and where they voice their questions, issues, and complaints. They don’t care if a company is set up to answer customer questions on Facebook, or if it has an actual Twitter handle for customer service.

The implications are enormous for brands that are not implementing effective social care. There is also great upside for those that understand that the lines between marketing and customer service are blurring and take action to organize, operate, and manage performance in this new merged world.

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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

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