It’s a big buzz in the customer service world and in the business world in general. It’s all about social media – Twitter, Facebook, whatever your preferred flavor may be.
In the article Carriers using social media to measure & improve customer service, an IBM exec notes during a forum in Dublin, Ireland that a recent study indicates 33% of consumers overall look for product information via social media while 50% of 18-25 years olds search the social platforms.
Panelists on the topic agreed that “Effective social campaigns to measure and improve customer experience require individualized attention and an increased response speed.”
Let’s stop. Forget about the fact that we’re talking about social media; I’ll even take that word out of the statement. Think about your store. Your online business. Your hospital. Your bank. Your sports team or club.
Now read this statement again: “Effective campaigns to measure and improve customer experience require individualized attention and an increased response speed.”
This fact is NOTHING NEW!
It applies to your storefront, your web, your phone response systems, and – yes – social media. Social media may set an expectation for more immediacy since people using that vehicle are part of a demographic typically looking for quick information and response. Also, from the company’s perspective, since social media can “go viral” to many hundreds or thousands of people quickly, there is a need to address issues fast to maintain the brand and minimize customer churn.
But the core point applies throughout any business; it goes beyond social media. If you want to measure and improve your customer’s experience, get to know your customer as an individual. Communicate with them as an individual. Respond to them quickly…as an individual.
Integrate Social Media and Customer Service in your business, but when you do it, keep in mind that you’re not using Social Media just to promote and sell to existing clients.
You’re doing it to serve your customer as an individual.
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