Dan Gingiss, author of Winning At Social Customer Care, gives companies 3 tips on how to improve their social customer care strategy right now.
Social media is one of the most important customer service tools that companies can use today. When used well, it lets companies have direct contact and real-time conversations with customers, all without having to get on the phone. It provides insights into what people are talking about and can shed light on what customers really think about your brand.
Still, it’s easy to make mistakes when servicing your customers through these platforms. One clear mistake some companies make is choosing only to respond to some comments over Facebook or Twitter. Which makes anyone who doesn’t get an answer feel like you have no interest in what they have to say. If you’re conducting marketing campaigns over digital channels, rest assured that your customers will use that opportunity to ask questions and leave complaints.
We sat down with Dan Gingiss, author of the book Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media, to get his insight on how companies can improve their customer care strategy over social media right now. To get started at building out a social media presence that aims to delight, check out what Dan Gingiss’ three easy steps at winning at the CX social media game:
If you look at some companies’ Twitter feeds, you might notice that they are essentially a complaint mediation center. And while it’s true that customers reach out to companies via Twitter when they need an issue solved, they’re also probably tweeting at you to leave a nice compliment or ask a question.
“People are saying nice things about you in public. Take the opportunity to say ‘we love you too!” Dan Gingiss explains. He also says that nowadays, the only real difference between brands is the experience they provide, so delighting customers via responding to their comments could take you over the edge. “Customer experience is the true differentiator for brands. It’s often very difficult to deliver that only with price and product – service and experience are what makes a company different.”
Although responding to every single comment can be time-consuming, it’s also worth it. Customers are likely to continue reaching out to you if they know you’re responsive over a specific platform, creating brand loyalty and building engagement. Develop strategies for tackling the different types of comments you might receive, both negative and positive, and have a pre-set knowledge base for customer service officers to refer to when responding to customers.
Social media is one of the best tools for understanding what customers have to say about your service. With enough comments coming in, it’s likely that companies can start identifying trends in what people are saying. While it’s not necessarily the customer service team’s responsibility to solve the problems that might be brought up, it is their job to raise flags.
“What often gets missed is identifying trends – seeing that this one spot in a mobile app is causing lots of people problems and not doing anything about it. To me, there is an opportunity to take that data, bring it back to the development team, and make sure that that problem gets fixed” Dan Gingiss says. He also explains that solving these trending issues ultimately reduces volume, giving companies the opportunity to respond to other customer inquiries.
Effective communication between teams is the key to turning trends into actionable solutions. Make sure that your customer service team has a direct link to teams that are directly involved in working on your service or product, including your development, product, and even operations teams.
On that same note, listening to your customers can also reveal insights about how to push your service in a new direction. While some feedback can help identify issues, other comments can be valuable in helping to develop new products and offerings– after all, customers are the ones who will tell you what they want.
One example of a company that has done this well is Otterbox, the phone case company. Dan Gingiss explains that the company noticed customers were saying that they were taking their phones into the shower to listen to music. “That was a use case they hadn’t considered. They brought it back to the R&D team and ended up developing their first waterproof case, which is one of their top sellers. No one was necessarily asking for a waterproof case; they were simply listening to people talk about using their product in a way Otterbox hadn’t assumed.”
Another company that effectively uses this strategy is Vega, a protein-powder brand for vegan athletes in Canada. “They found by listening that people either loved or hated their powders, and so they had to figure out how to address that so many people hated it. Their response was to create a series of smoothie recipes that also became great content on social media. Doing this, they managed to get people who do not like the taste of their product to continue buying it.”
Now that we’ve gone through some techniques on improving your CX strategy on social platforms, it’s also crucial to start understanding how to effectively speak to your customers – it’s what can differentiate you from being a company that provides a subpar experience vs. one that provides a good experience. In our next article, we discuss some techniques in effective communication over social media, and how to create a strategy that will elevate your brand voice. Stay tuned for more!
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