If any of you have ever worked in customer service, you know that it’s no easy task; some people’s requests can be straightforward and their attitude pleasant, whereas others can be… let’s just say, not so much. While customer service might be the bane of some of our existences, it’s nevertheless one of the most crucial parts of being a successful social business. By carrying out customers’ requests or responding to their inquiries online, you brand becomes that much more accessible, your followers become that much more loyal, and your business can be all the more proactive and feedback-oriented.
The top 3 benefits of social media customer service are 1) boosting brand awareness; 2) elevated marketing opportunities; and 3) interpersonal connections with your audience. Let’s break it down:
1. Boosting Brand Awareness
Customer service on social media is growing in popularity because it’s convenient for both the brand and the consumer. Hate having to call an 800-number and press buttons as prompted by a friendly but curt recorded phone operator (Siri, is that you?!), only to be connected with a customer service representative that – in some frightfully frequent situations – can’t even actually do anything about it? Me, too. That’s why customer service through social platforms is so effective; you can cut out the middleman and answer customers’ questions and complaints directly. Not only does this save time (and people’s patience) when resolving the issue, it also shows the customer that their concern is a priority to you and your business.
And everybody knows that when people have memorable – good or bad – experiences with a brand, they tend to talk about it by word of mouth or via online reviews. Fresh Sparks writes that “67% of consumers have engaged a brand’s social media for customer service needs. That’s a lot of people, and a lot of exposure for a brand!” So if you’re a brand and you’re NOT using social media to deal with customer service, you could be missing out on a huge opportunity. The good news is, it’s never too late to start! 😉
2. Elevated Marketing Opportunities
Based on a study by Bain & Company, “when companies engage and respond to customer service requests over social media, those customers, on average, end up spending 20% to 40% more with the company.” In other words, customer loyalty is established when a customer feels that a brand is that much more approachable and reliable. Why? Because it puts a human to the brand, and humans want to connect with other humans, not robots or automated messages.
At the end of the day, humans want to hear from other humans – especially when it comes to buying stuff. Digital Marketing Institute via Hubspot writes that “[c]onsumers are 71% more likely to make a purchase based on social media referrals” – which means that loyal customers’ positive reviews make a significant impact on whether potential customers will choose your brand over another.
3.Establishing Interpersonal Connections
Handling customers up close and personal is most effective because it establishes interpersonal connections that make customers feel like individuals, valued members of your brand’s community. For one thing, Groove HQ writes that “building better relationships with your customers through social support can add up to huge wins when it comes to increasing customer lifetime value.”
For another, Groove HQ writes that in going toward “where your customers actually are, you can deliver a support experience that’s native to their preferred network.” Hence, social media community services makes the customer feel more comfortable as it is meeting them in the contexts of Facebook or Instagram as opposed to over the phone or through email. It establishes trust, and brand trust is a major player when it comes to establishing a loyal customer base and growing your brand awareness. In the world of business, reputation goes a long way in success.
So, even if you don’t love it, customer service via social media can have fundamental impact on your brand’s success rate. From getting your name out there to forming personal relationships with a loyal customer base – customer service is a necessary bridge for the gap between your brand’s popularity and your customer’s positive experience.
That’s all for now! and remember to #KEEPSOCIAL!
🧡🌻 Riley @riley_mckeown
@serotinamedia
#KEEPSOCIAL
