Social media is a crucial part of customer service, with 71% of consumers saying they would recommend a brand if they received excellent social media service. Social is an incredible opportunity to value your customers, so don’t be afraid of it!
Take some tips from our Social Media Academy for maximising customer service on social media.
Social Media is a Spectator Sport
Interactions on social are public, including those not-so-nice complaints that you have to deal with. If you need sensitive information to resolve an issue, invite the person to DM you. Once resolved, move back to the initial post to show others that you have settled the matter.
Not only does this give you another opportunity to engage with the person positively after the complaint has been dealt with, but spectators can also see you really care about the people you talk to.
Get Support from your Team
You do not have to deal with anything alone; your organisation should have resources to help you with anything on social media. If you find yourself handling a situation that is escalating, don’t be afraid to bring in reinforcements.
For obvious reasons, body language can’t be communicated over social media; you must get your tone of voice right, so the person has a pleasant experience. This is a bit of an art form and can take some training and support from your team.
Complaints on Social Media Matter
Please, please don’t ignore customer complaints. Why would you want to? A customer is coming to you with an issue they’re having! This gives you a chance to solve a problem that could be happening for more people. They’re also an opportunity to show how strong your social customer service is.
If you see something escalating, do something about it. If you notice a lot of activity around a single complaint, there may be lots of people with this problem or the complainant is influential. Either way, you want to get on top of it before it turns into a full social media crisis.
Set Clear Boundaries on Social
By outlining your community guidelines, your social media accounts can be a nice place for customers and prospects to be. No one wants to see vulgar language, insults or other general nastiness so by outlining this in your guidelines, you can keep a tighter hold on outside content. Innocent does this really well on their Facebook page, by describing everything that will get your post deleted. The rules are clear, no-nonsense and mainly just common sense.
It’s also a good idea to post out when your social customer service lines are open and encourage people to comment under that post, keeping all queries under one thread. Highlighting your opening and closing times means people are more reasonable and won’t expect a response at 10pm.
Use Your Personality to Deliver Great Customer Service
You have no idea what the customer on the other end is going through right now; let your personality come through in your responses and try to keep it light and conversational. Take every opportunity to turn a complaint into a positive experience.
If you can, resolve the issue on the platform you were asked on. Don‚Äôt direct them to another process on your terms — they chose to reach out to you on this specific platform for a reason. Maybe they’ve already tried that avenue? Make the whole process as frictionless and easy as possible.
While social media customer service is increasing in use and expectations, the core principles stay the same. Put the customer at the heart of everything you do, and the rest will fall into place.
Customer service on social media cannot be ignored any longer; if you have a customer service department, then you need to make social media an integral part of their processes. Helen Reynolds shares valuable information in our Social Media Academy on how customer service teams can improve customer experience on social media.