Social Media as a Customer Service Tool

Social media networks offer easy and effective communication channels for businesses to deliver customer service. According to Forbes, “Top Social Media Statistics And Trends Of 2024”, there are 4.9 billion social media users – and yes that billion with a B. Businesses now have an accessible means to connect and communicate with customers or future customers. While social media can be used as a customer service tool, it can also spread messages and impressions of a business that are both good and bad. Social media users will express their experiences with companies. Ensuring that customer service via social media is top-notch ensures more positive publicity than negative. Some businesses have mastered the art of customer service while using social media as their canvas but others have not.

Success Story: Zappos

Zappos is an online retail store. They are well known for their exceptional customer service. The CEO, Tony Hsieh, prioritizes customer service over sales because he believes that a loyal customer base will result in sales. I believe he is right. As a customer, I will keep returning to a business with great customer service no matter the price of the product. I think the price of a product isn’t just monetary. The time it takes me to get the product and my experiences of obtaining the product are important costs to me while shopping. Even if the monetary cost is high, if I was treated well and shopping was enjoyable, I will happily pay the high monetary cost. Zappos has a great social media presence. They have a decent following on Facebook, Twitter, Instagram, and LinkedIn. Via good word of mouth on social media, their following keeps growing. They use their social media platforms to listen and learn from their customers’ wants. They provide quick and around-the-clock customer service. According to Juphy’s article, “Zappos’ Social Media Customer Service Performance”, Zappos’ average response time on social media messages is three minutes. Zappos’ strength is its customer service. Not many businesses have this as their number one strength but Zappos’ CEO really wants customer service to be the mission of the company. I have much respect for this company because of how they treat their customers.

We’re not trying to maximize every single transaction. We’re trying to build a lifelong relationship with our customers – Tony Hsieh, Zappos CEO

Failures: American Airlines

A common practice of business social media is automated responses. It can be a great tool to thank customers for following or ordering for your business. However, when dealing with customer service and unhappy customers, automated messages won’t be an acceptable way to deal with those situations. American Airlines was responding to unhappy customers on social media with automated messages. A customer was calling @americanair the worst airline in the world. In response, @americanair said that they were appreciative of their support and excited for them to fly with American Airlines again. These automated messages give off the impression that this company is lazy and does not care about its customers’ opinions. When customers are upset they want to talk with real people who will listen to their concerns. Automated messages in customer service are a huge weakness for businesses. Automation should be reduced greatly in the field of customer service. American Air is a great example of why automation doesn’t work well with customer concerns. American Air should have customer service representatives ready to reply to complaints. 

Conclusion

Social media is a great tool to administer customer service. Zappos has mastered it, while other businesses, like American Air, have opportunities for growth. I think businesses should have real customer service representatives working to resolve any issues or share any positive reviews. As I mentioned earlier, I value customer service when shopping for products. As an active user of social media, I can see what companies have the same value as me or not. Plus, social media users share their personal experiences with brands’ customer service. I can weed out what brands care about their customers and which ones are more worried about sales.

While social media is good for business customer service, I also think social media can also be used for schools to address customer service. Schools offer education as the product and the price is tax payers’ dollars or tuition. In this way, schools are business with customers. Social media can be a great way for parents to articulate their wants and complaints. Schools can then use social media to address any complaints. Plus, posts of happy students or happy parents will encourage other families to choose that school. Schools that listen to parents and student’s concerns are popular and have high enrollments. Many institutions and businesses will benefit from using social media as a tool to give grade A customer service.