Social media is a platform where customer service is very important. Jay Baer knows all about this, as the mastermind behind Convince & Convert. This digital marketing agency provides services to organizations like Allstate, Cisco, and even The United Nations. His book, Hug Your Haters, functions like a modernized manual on customer service. This work has helped companies increase feedback and decrease complaints. He is a New York Times and Amazon best-selling author. Baers blog is rated as the best global content marketing blog by The Content Marketing Institute. He recently spoke with us about how companies can use social media customer service.
Understanding How Customer Service Has Changed
There was a time when customer service was a much more personal matter. A customers grievance would only be known by a small group of people. With social media, a complaint from a customer can generate significant attention. Social media, alongside customer reviews, can work to the detriment of even the largest and most successful company. Without a proper way to handle complaints and provide customer service, companies can suffer from a damaged reputation and loss of revenue.
Taking the Main Step in Improving Customer Service
Baer extensively researched the different aspects of customer service online. While he originally guessed speed was the most important factor customers looked for, this isn’t the case. The most important thing for companies is to respond to all complaints and concerns. With a third of complaints going unanswered, customers are ending their relationship with a company on a negative note. No response at all is the worst response a customer can receive. Even if a company cant answer a customers question, a two-way conversation is still a good idea.
Benefits of Responding to Customers
- The customer feels more appreciated.
- The company shows it cares about a customers happiness.
- Companies get the information they can learn from.
Finding the Value in Customers with Complaints
It may seem counterintuitive, but customers who have had issues with a company in the past may be the most financially valuable. Retaining customers is a cost-efficient move, and a customer who gets their questions answered is more likely to make another purchase. Discover Card is a great example of a company that answers every customer within 20 minutes, 24/7. By doing so, they retain their customer base and add to it.
Why Businesses Should Do a Customer Service Audit
A regular audit helps companies find out how many inquiries they receive and from which sources. It can also reveal how long it takes for customers to get responses and how things may be improved. But the question remains: How do companies address complaints? Baer says offstage complainers usually respond by phone or email. Onstage complainers have no issue voicing their problems in a public forum. Responding to them can surprise them, and in some cases win their loyalty. Baer notes that the best action a company can take is to develop strategies for each type of complainer and take a serious approach to customer service.
This article is contributed by Dave Reimherr who is the founder @ Magnificent Marketing LLC. Magnificent is a full-service digital marketing agency with a specialization in content marketing and social media marketing and advertising. David has 20 years of experience in sales, marketing, strategy & branding.