Calling a customer service hotline is frustrating—that is just a fact of life. You’re angry because something isn’t working, you can never find the right phone number to call, get re-directed five times, and somehow you end up paying more and getting less. However, consumers are increasingly turning to social media to get faster and more direct attention from brands when in need of customer support.
I kicked off 2014 speaking at a few conferences in Florida, San Francisco and Las Vegas about the importance of social media in customer interactions. It’s clear that brands are starting to think about social media and have dedicated resources to manage their social channels, but few are making the connection between social media and customer care. Unfortunately for brands, consumers are way ahead of the game and have figured out that if they post their complaints (and praises) to social media channels, they’re more likely to get the brand’s attention.
Below are a few of my personal examples that illustrate how having the proper social media customer support can help leave your users with a better impression of your brand:
What NOT to do: The following Twitter exchange shows an automated response from speaker manufacturer, an example of practically nonexistent social media customer support.
Auto responses are one thing, but they didn’t even address my question. Even worse than an automated response, this brand’s inefficient customer support is on display for all of Twitter to see.
What TO do: A quick and personal response to an unfortunate mix-up with United Airlines
It doesn’t take much to provide quick and personalized customer support through social media, and companies who have caught on to this practice have loyal and satisfied consumers.
At Ask, we’ve empowered all of our Customer Care Rock Stars to monitor and fully support our users’ needs – be it on email, phone, chat or through our social media channels.
- Eric McKirdy, Global Customer Care Manager, Ask.com