Customer Service Through Social Media – Why it’s Important

To make it simple, social media customer service is the act of providing customer support through social media channels which includes direct messages, social media posts and online reviews. Social media customer service brings a brand key advantages. By giving customers the option to reach out conveniently on social media, the brand increases customer satisfaction.

Your Brand Image Is at Stake

Social media customer service is a great addition to a brand’s customer service team. It should not be the only way a brand’s customers are able to get service. Customers expect fast responses to their inquiries and concerns, both on social media and elsewhere. Any unresolved customer communications on any social platforms are out there for more potential customers and anyone else to see. Leaving a customer concern unanswered will turn a minor customer service issue into a larger brand image issue. Handling customer concerns and complaints correctly in a public forum will actually be a brand boost. It’s easy to spread the word of your great customer service when your target audience can see it happening on their social media platforms they frequent all the time.

The Brand’s Customer Service Team

In many ways, a brand’s customer service team is the face of the brand. The brand’s social media presence, advertisements, content and other external marketing elements make an impression, but the customer service team speaks directly to the customers. They are responsible for representing the brand when interacting with potential buyers, they can break a the brand’s chance to turn a potential customer into a loyal customer. 89% of consumers report they are more likely to return and make another purchase after a positive customer service experience while 61% of consumers say they have cut ties with a brand after receiving poor customer service.

Online Customer Reviews

When customers have a memorable experience, whether it was good or bad, they want to share that with others that will listen, leading to customer reviews. Customer reviews are all over review websites and social media with 55% of consumers sharing their purchases socially on Facebook, Twitter, Pinterest, and other social sites. Whether their experience was good or bad, 72% of customers will share their experience with six or more people which is where social media customer service can provide cheap promotion through positive reviews from current customers.

Social media reviews are a big deal in today’s fast-growing digital world. Nearly 77% of consumers read online reviews before purchasing something online. These consumers also claim that positive online reviews influence their purchasing decisions over negative online reviews.

“Remember during your interactions that social media was made for people, not businesses.”

Neal Schaffer, Forbes Top 50 Social Media Power Influencer

Example of Social Media Customer Service

Starbuck demonstrates top-notch customer service on their different social media platforms. By using social media monitoring tools, Starbucks social team were able to view a tweet from a customer who wanted their signature Pink Drink. The brand stepped in and used one of the most powerful tools, empathy, to relate to the customer’s emotions. In return, the client praised the brand for “fueling” their mornings, as they are employed in the busy and hectic healthcare sector.

There was three ways Starbucks was able to provide such great customer service on Twitter. Monitor mentions which helps a brand never leave a customer hanging by acknowledging the mention. Be proactive and reactive which is not always about fixing a bad customer experience. Sometimes, it’s the complete opposite and that is where the brand can step in and save the day. Build and maintain relationships which is where a brand has friendly, empathetic customer service and their customers are more likely to recommend the brand. This is one of the key tools for building customer loyalty.

Importance of Customer Service

Potential customers expect fast responses to their concerns and complaints. Social media customer service provides a brand an opportunity to have those fast responses. Brands are able to respond to customer concerns or complaints through social media posts, direct messages and other online reviews. Social media is one of, if not the most, convenient way for customers and brands to connect. Through all the brands different social platforms, customers are able to reach out directly about their concern or complaint which results in a faster response from the brand. With the fast and positive experience, the brand’s social media customer service team provided, positive experience online to other potential consumers.