The standard telephone has been a stalwart of our working lives going back decades. Customers would call during normal working hours and out of hours get a “we are closed between X & Y o’clock, please call back” message. This was something we all accepted as the norm.
Today the world has changed drastically and customers expect a far higher quality of service with the bar set high by the likes of new market entrants and other disruptor firms.
In response, businesses attracted by the low cost and ease of access setup social accounts to improve customer communications. In addition to common platforms such as Twitter, LinkedIn, Facebook and Instagram, they, add live chat and other tools – all in an attempt to push customers online and save them the cost of agents. Self-service is great if it works, but achieving what the likes of Amazon deliver is not easy nor cheap.
And it can create more problems than it solves. Customers, who cannot get a satisfactory self-service response increasingly turn to social to ask their question or vent their anger!
Social media, like it or not, is a 24*7 complaint channel where customers can reach out easily from any device at any time. Sadly, these enquiries often go unanswered and lack a suitable response.
Business often set their accounts to allow DM (Direct Messaging) so the customer has to tweet publicly their question or complaint, thus magnifying it, which is fine if you have a handle and way to respond efficiently. But most businesses don’t.!
“70% of Companies Ignore Customer Complaints on Twitter” (Source: research from Maritz and Evolve24 )
I have experienced the good the bad and the ugly. Those that reply quickly with sensible action and resolution as well as those that do not respond at all, and those that get it wrong completely.
For example, recently, when trying to get a replacement HP laptop battery and not being able to find one online or via self-service, I tweeted to @HPSupport asking for help. The first response was to push me back to the website which had failed me already. When I went back to reply to my tweet and point this out, I found they had deleted that tweet meaning I could not continue the conversation! I tweeted again, this time requesting that they didn’t assume acceptance and instead kept the tweet open, which they did. A conversation ensued, trying to get me to DM. Companies wishing to get even simple complaints out of the public eye frustrate me, but at least they did reply!
“83% of the complainants that received a reply liked or loved the fact that the company responded. “ (Source: research from Maritz and Evolve24 )
So the clear message is if you’re going to have social accounts for support or engagement, monitor them and respond quickly and appropriately when a customer chooses that communication method to engage with you.
89% of consumers began doing business with a competitor following a poor customer experience.
50% of consumers give a brand only one week to respond to a question before they stop doing business with them.
Do not forget that social, whilst great, opens you to a 24*7 world where your good or your bad is aired to the masses. Getting it wrong contributes to your bottom line very quickly.
We are a Social Media Agency. We do three things: Social Media Strategy,Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.