Keeping Social Media Users Happy
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:
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.”
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