The notion that social media is a new channel for customer service is not new, and has been bandied about for a few years now.  But that doesn't mean that companies are actively embracing the channel as a way to engage customers.  In fact, only a scarce few companies are proactively folding social media tools into their customer service efforts.  Those that do, however, are reaping the rewards by way of greater word of mouth, increased sales, better customer satisfaction, higher retention, and a very real likelihood of lower costs over time.  

The reality is that tools like Twitter are causing organizations to rethink the boundaries between different departments specifically because the customer has a voice that can be amplified in a way that impacts marketing, public relations, customer service, sales, operations, product development, HR - all of which impacts the larger corporate reputation.

So, the question is not whether social media is becoming a channel for customer service.  That question has been answered.  The question now is:  how can companies best use social media as to facilitate the customer conversation in a way that ultimately yields tangible business results?

Below are a few ideas to start the discussion, but I would love your thoughts:

1. Be clear why social media should be part of an overall strategy, and identify the right avenue for reaching a specific audience.
2. Assign a real person to talk to, respond to and engage with the community: trust is the key to success
3. Ask specifically for product feedback: open up the focus group
4. Give customers a way to speak directly to you: invite them to DM the rep if they have a problem or complaint
5. Realize that it won't all be roses, but do not overreact to criticism
6. Provide useful insight and content: make it easy for people to find information

How else can a company use social media to engage customers?

Permalink 1 |