Keeping Social Media Users Happy

CUNA's eScan
July 18, 2012 | COMMENTS

Most people have heard the old saying, “the squeaky wheel gets the grease.”

Well, it seems that also pertains to social media-savvy consumers, according to Entrepreneur magazine, which reports on an American Express survey of global customer service.

Social media receives only a fraction of customer service inquiries, compared to other channels including Web or email, telephone, or in-person contacts. But consider these findings from the American Express survey:

• More than half (55%) of consumers polled said they’ve turned their backs on at least one potential purchase in the past year as a result of what they saw as poor service.

• 83% of consumers who use social media to try to resolve a service or support issue have bowed out of a purchase when they received bad service.

• Social media users said they spend 21% more with companies that provide great service.

• Consumers who use social media for customer service will tell an average of 43 other people about a good experience and tell an average of 53 people about a bad experience. Those numbers are significantly higher than what’s reported in the general population.

The rise of social media means customers expect authentic, truthful, and open communication and won’t be fooled by excuses, runarounds, and insincerity.

“Businesses need to develop a proactive customer-engagement strategy that seamlessly integrates social media, to temper the likelihood of something spinning out of control,” says Zack Urlocker, chief operating officer of Zendesk.

Zendesk provides the help-desk software behind Zappos, the online shoe and clothing retailer.

One way to cover the social media channel is to make sure you talk to your members through their preferred communication vehicle, such as Twitter or Facebook, adds Urlocker.

Firms unfamiliar with using social media to address customer service and support-related issues are advised to locate resources—often available at no cost—on topics such as “the social customer” and “the social contact center.”