Social Media Customer Service Celebrations
Even before 2020, customers began taking their customer service issues to social media platforms. Now, ⅔ of customers expect a company to offer social networks as a customer service channel. Furthermore, 59% of US social media users believe social media has made customer service more convenient.
The trend of people taking to social media to seek help will continue, which means the fate of your brand may dangle across the precarious worlds of Instagram, Facebook, and Twitter. Therefore, you must have a customer service social media strategy.
The first part of your strategy should be speed. According to the website Sprout Social, “40% of consumers expect brands to respond within the first hour of reaching out on social media, while 79% expect a response in the first 24 hours.”
Your social media response doesn’t have to be a solution. You can use it to let customers know you are looking into their concerns. With some customer service groups reporting a 10X increase in inbound tickets, you can have your agents let customers know in real-time that you’re experiencing a high volume of requests and will be getting back to them within a set number of hours.
You can also humanize the experience with your brand because social media often takes on a less formal, more conversational tone with customer service engagements. This allows you the opportunity to separate yourself from your competitors by injecting some personality into your service and providing a great story for both the company and the client. You can lighten the mood for a customer who had a bad experience. Your customer service can become your marketing as studies show such interactions can increase customer advocacy by 25%.
A prime example of this forward-thinking is the direct-to-consumer beauty company, Glossier. Glossier integrated its customer service group into its marketing group to advise on product development and help build customer loyalty. As the most customer-facing group, the customer service arm of Glossier gains valuable insight into consumer response and trends.
Instead of agents, Glossier has editors, each with their own voice for addressing customer concerns. The editors aren’t looking for mere customer interactions, but strive to strike up conversations in a casual manner. Everything is highly personalized and conducted as much as possible on a one-on-one basis. One of its customer service triumphs went viral back in 2019:
“For example, two years ago, a bride-to-be wrote into Glossier, panicked about the fact that its website was out of its Haloscope highlighter, which she was hoping to use on her wedding day. One of the gTeam editors messaged everyone in the office to find out if they might have an unopened Haloscope sitting in their own makeup bags for the brand to send. They tracked one down and sent it her way. The newlywed was so pleased, she sent some of the final wedding pictures back to her gTeam contact.”
This type of story turns a customer service request into instant PR and identifies Glossier as a fun company willing to do whatever it takes to make a customer happy.
Blast that publicity across millions of social media followers and you have a story that not only resonates but is easily shared into the feeds of other potential customers.
Customer service is about being available when your customers need you. As times change, so will the ways you have to service customer issues. By providing a seamless approach tying multiple channels together and unifying customer data and their interaction history, you can become one of the brands your customers brag about, and that’s the kind of brand advocacy you just can’t buy.
For more tips and best practices on engaging customers, check out our course on Customer Service and Support.
This is one of our executive briefings taken from our series of professional online business short courses from ELL. We have over 150 courses online with over 1,000 hours of e-learning covering a wide range of topics across leadership, management and personal & professional development created by industry experts and learning professionals.