Posted by on Aug 08, 2016 at 10:29am
Most of us have seen the examples floating around Twitter or Facebook, of clever witty responses to customer queries, fired out on social media by everyone from Tesco to Samsung. How though, can following suit benefit you as a brand?
Increasing numbers of people are bypassing traditional ways of finding out about a company, choosing instead to look them up on social media, where they will inevitably be able to see how that company engages with its customers. This means that, more than ever before, the way a brand communicates online comes under the watchful eye of the rest of the world.
Between 2013 and 2014, there was a 44% increase in Twitter mentions of customer services handles according to research by Simply Measured, and year-on-year since then, the figure has continued to climb. If handled correctly, it can be a vital opportunity for brands to attract potential customers online. This is where the communications professional comes in.
There are some key similarities between the biggest brands which have managed to create original content, whilst answering the queries of their customers simultaneously. For me though, Amazon stand miles ahead of the competition in terms of providing first-class customer service on social media because of the way they’ve tailored their conversation style to suit their audience. In this case, a light-hearted and almost chatty style fits perfectly and is something their customers respond well to. Others that are leading the way in using social media as a customer service tool are Netflix, EE and Domino’s Pizza, where you can even order a Pizza through Twitter!
It is something that makes a notable difference too, with 77% of customers saying that receiving a more personal, customised reply would make them more likely to recommend the brand to others. Consumers have the freedom to choose between brands and the best way to attract the attention of a generation that spends its time online, is to be more competitive with your social media game.
It can also be detrimental for brands to not take their social media seriously, as it provides a very public platform where they can be heard by other potential customers. So much so, that 88% of consumers have admitted that they would be less likely to buy from a brand that has unanswered customer complaints on social media.
This week, even IKEA has injected that personal touch of humour into its social media approach with its mocking response to Kanye West. Kanye apparently has an ambition to work with the brand, a report that IKEA Australia capitalised on by creating their own furniture design named the “YEEZY” and adding a quip in reference to the signer’s latest controversial video.
Social media is about engaging and captivating your audience and there’s no reason why that shouldn’t apply to business profile or the very nuts and bolts of customer contact. You may even find that your customers thank you for making the process more enjoyable.
In the digital age, using social media as a customer service tool pays as customers can voice their opinions wherever, whenever. Companies that are failing to respond are being left behind and those that can show a good level of compassion and customer care, ultimately win repeat business and more market share.