The Role Of Social Media Today And Ways To Implement It In Customer Service
For any business, it is vital to have two things: a proper plan and exceptional customer service. Today, in this digital world, social media plays a significant role in every aspect of life and business, and customer service is no exception.
The importance of social media in customer service is immense only if you understand and put it to the best of use. It will help you with your primary objectives:
- Building a robust and long-lasting relationship with your customers and
- Managing all relevant elements of your business to ensure success through these channels.
Believe it or not, social media customer service can influence your sales and business revenue in a positive manner, and at the same time, it will help you significantly to build better brand loyalty with a proper and constant connection with your customers.
- Therefore, for an entrepreneur, social customer care saves a lot of time, money, and effort.
- In addition to that, the different social networking channels enables the business owners and brands to reach out to a much larger group of customers.
This is because social media sites allow them to build a broader and better community around their brands as compared to other traditional methods of marketing and customer service.
Leads to the final phase
With the help of social media, customer service businesses now can achieve their final and most important two phases. These are:
- Influencing the purchase decisions of the prospective customers and
- Generating a greater revenue and profit for the business to ensure proper and desired growth of it.
This is a benefit enjoyed by the businesses in addition to the fact that social customer service helps them to establish a better connection with their customers. It relates business profitability with the growth of customer relationships.
According to research, it is found that:
- Companies that engage social media when it comes to customers service usually see a 23% boost in growth on an average and
- Companies that actively disengage with their customers typically experience a decrease in growth by about 13%.
Therefore, in today’s business scenario, you should not overlook this opportunity and benefit by making your social media profiles public.
- It will attract new customers
- It will retain the existing ones and
- It will encourage positive interaction with your brand.
All of these will help you to increase the conversion rates, your sales, and your business revenue. The best part is that you will not have to spend a considerable chunk of money to buy real Instagram followers and then coax them to become your customers.
The best practices
There are a few key elements that you should introduce to follow the best practices in using social media for the purpose of customer service. These are:
- Be active on social media and reply to any queries of your customers as quickly as possible. This is what the customers typically expect from you. Ideally, according to research, more than 42% of customers expect to receive a response within an hour on social media.
- Be knowledgeable about the posts that you can resolve in private or public, irrespective of the fact that you may receive negative comments from time to time. You cannot please everyone but provide a clear direction to fortify your brand building.
Also, make sure that you respond to all comments, feedback, and questions across all social media networks. Do not ignore any post or review. Make the customers feel that they are seen and heard and greet them with names to be more transparent. Lastly, deal negativity with a positive frame of mind and use a tool to monitor your customer service.
Managing social customer service
If you want to improve your customer service, you will need to manage social media just the way it should be.
- You must be prompt in building relationships timely. This means that you should engage in a conversation using your Facebook or Twitter accounts to create a positive impact on the minds of the users about your brand.
- You must also be very strategic in using hashtags to keep everything well-organized and make it easy for the users to navigate.
- You must spend a lot of time on building a customer advocate base so that you minimize the chances of the users writing a negative review about your brand.
Also, you must be responsive and available by the side of your customers always and eager to resolve their issues, if any.
Track the social metrics
Irrespective of the volume, you should monitor and mage your social metrics. The amount of effort you have to put for this will largely depend on the industry vertical as well as the size of your company, but this is one thing that you should never overlook. This will help you:
- To find the top priority contacts
- To make the best use of the customer service platform and
- To integrate this platform to escalate issues.
Since the response is crucial today on social media, you should define your priority based on different criteria such as:
- Direct technical issues
- Questions related to accounts
- Urgent requests
- Potential PR issues and crisis
All this sums up to one thing: you have to be proactive, responsive, and follow-up to make the best of the opportunities.
Measure your ROI
Now you may think about whether all these efforts worth it. Well, you will need such a plan for social media customer service because it will allow you to quantify your ROI in terms of social customer service.
Therefore, take some effort to measure your ROI against the time, effort, money, staffing, and resources you need to put in it. Make sure that you do not overlook off-social analytics such as website referral data, repeat customer sales, and others to measure your customer care performance.
This will help you to justify your investment and measure your success for customer service on the basis of satisfaction surveys. With the social tools and plans at your disposal, customer care and service will not be as hard as it seems.