Gone are the days when brands or companies could afford to ‘talk to’ their customers without being prepared to listen in return. Consumers today expect that the brands they support engage in two-way conversations and that the brand listens and responds appropriately to its customers.
Social media is an ideal platform to achieve this two-way communication, as well as to improve customer service levels. Most consumers prefer not to send an email to a faceless entity and find it frustrating trying to contact a company telephonically.
As a result, they turn to social media where they know they are likely to get a quicker response. This is why it’s so important that companies brush up on their customer service offering from a social perspective.
In the same way that companies would not turn their back on a customer query or complaint in the physical world, so too should they not ignore a query or complaint online. Customers are the lifeblood of any business, which is why it’s critical that brands respond to their queries or complaints timeously and, ideally, within a day.
At the same time, the individuals manning social media queries need to be sufficiently empowered to address and resolve any issue without needing to consult with their superiors, which can slow the resolution phase down.
The COVID-19 crisis has created an ideal opportunity