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Everyday, more customers are connecting with companies using social media. The best way to meet their needs is by utilizing social customer service. This presentation covers how companies are able to better interact and retain customers through the use of social media channels.
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Social Media for Your Small BusinessPart 5: Social Customer Service
Distinguish YourselfThere are a lot of individuals and companies on the internet and they’re making a lot of noise.
It’s more important than ever to ensure you’re delivering a quality customer experience.
Misconception:Social media sites are only beneficial for marketing purposes
Misconception:Social media sites are only beneficial for marketing purposes
Think about this:Customer behavior is changing faster than companies are adapting.
Social media allows a company to directly communicate with customers. It is an essential part of providing excellent customer service
Brands & Consumers Disconnected
Your customer is in need of help. Your social media channels are sending automated marketing
messages.
Brands & Consumers Disconnected
Your online customers shop when it’s convenient for them but your customer service team works bank
hours.
Brands & Consumers Disconnected
You’re focused on your sites and expect
customers to come to you.
Brands & Consumers Disconnected
A customer is “low-transacting” but has a
significant online following. Why aren’t you valuing
them?
Brands & Consumers Disconnected
Everyone is overwhelmed by incoming notifications and email. Your messages
aren’t relevant and/or personalized so they’re lost.
Is Customer Service Marketing? Companies have
been using social media primarily for marketing and advertising
It has been so valuable companies are afraid to dilute it with customer service
Helping customers through social media can improve your brand image and reputation
By providing social customer service, your brand can show you are committed to ensuring customer satisfaction
Social Customer Service =
Marketing
Total: 33-50% of
consumers have
interacted with a
company through
social media
1/3rd
to contacting a company by phone
“social care” of social media users prefer
*Forbes.com 2013
So….Consumers are interacting with companies through social media for customer service.
Get Start
ed
Move beyond marketing to
social customer service
Social
Customer Service
How To
1. Have a separate customer service account
2. Aim for single contact resolution
3. Handle a crisis intelligently
4. Staff training is essential
Social Media as a Customer Service Tool
Social Customer Service: Respond QuicklyBusinesses that respond quickly with solutions to customer issues demonstrate positive customer service
Be Proactive If you know about an issue, don’t wait for complaints to roll in. Be proactive and let customers know about issues and your plans to address them
Source: socialmediatoday.com
Value Complaints
Customers who are more engaged with a company’s social media channels spend up to 40% more than other customers. Even customers who complains spend an extra 20% more than other customers
Dedicate ResourcesSocial customer service should not be treated as marketing. Dedicate resources to listening and responding to what customers are saying.
Use Google Alerts or Twitter searches to find brand
mentions. Then respond as appropriate
The Customer is Always RightCustomers no longer need a hotline to express their opinions.
Thanks to social media, customers have the ability to share their experiences and affect the impressions and decisions of others worldwide.
Responding to comments (positive and negative) should be a handled like any other customer service issue not as a marketing effort.
Case Study: Gap #Fail
Case Study: Gap #FailDetails All these posts went unaddressed by Gap Social Media staff wasn’t trained to address
customer service issues Customer Service staff wasn’t trained to handle
social media This situation (and similar ones—apparently this
is a reoccurring problem for Gap) damaged the company’s brand and image with consumers
Elements of Good Social Customer Service Personal Proactive Efficient Consistent
If you have questions you can follow up with us via Twitter @Oasisky Facebook
facebook.com/OasisSolutionsGroup LinkedIn linkedin.com/groups/Oasis-Solutions-Group-Customer-Network Blog http://blog.oasisky.com/
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