headermask image

Business Tools Blog

Social Media and Customer Service

Those who use social media just to promote themselves are often confused about why it doesn’t seem to work for them, why they get nothing in return for their Facebook posts and tweets, and eventually they stop using it, denouncing it as pointless. What these people don’t understand is that social media is the dialogue between a company or brand and the customers that they serve. It is a conversation, and mindless self promotion will never work. This is why it is a platform bound to fall into customer service. When someone has a bad experience they are far more likely to tell someone than if they have a good one, and social media means that they can talk directly to the company. Social media catapults their complaint, and the way it is handled, into the public domain.

The Difficulties of Complaints on Social Media

One of the challenges of dealing with complaints on social media is that because it is embarrassing for companies, it motivates them to deal with these complaints faster than ones conveyed through the usual channels of letter, email or phone. While this is good for those who use social media to complain, it’s not so good for those who don’t. Bad business practice such as this is to be discouraged. It is unfair; just because it is more public doesn’t mean it should be dealt with differently.

It also encourages a culture of instant gratification that means that consumers expect their complaint to be dealt with immediately. The longer they wait the more irate they are likely to become, and the more likely they are to damage a brand’s reputation. The ability to complain directly and converse with the company itself opens up the opportunity for consumers to complain about insignificant details and expect to be compensated for their unreasonable expectation. While this might make a company panic, they can be safe in the knowledge that while social media is used as a complaints platform, it is also used to give praise. When a genuine complaint is dealt with well, the positive interactions can improve the company’s overall perception.

Another challenge is that the social media team of companies is often ill-equipped to deal with complaints, and don’t know what to do, and can potentially end up dealing with the matter in a way that doesn’t fit with company policy.

How to Deal With a Social Media Complaint

You shouldn’t see it as threat, but as a challenge to prove how much you value the customer. It is important to remember that we all get frustrated and irritated. This is one reason to make sure that your social media team has experience or training in how to deal with customer complaints. A system that quantifies, classifies and delegates responsibility to the right person is necessary for dealing with complaints. For instance, a certain ‘type’ of complaint may be able to be dealt with by the social media team, and another may need to be passed on to the customer service team.

You should always respond to a complaint. Completely ignoring it will just give the consumer more cause to complain. Whether it’s just a “We’re looking into it” or a “Please complain through the necessary channels”, most people would rather be responded to in some form than not at all. To maintain a good relationship with your consumers, you should monitor your social media platforms daily so you can engage in conversation with them as well as filter out any complaints that they might have.

Talk to them like you’re a person. Always use an appropriate tone, and have the person dealing with their complaint use their name. This helps to remind consumers that there are humans behind the corporate logo. Particularly abusive complaints should never be ignored, no matter how nasty they are; you should focus on the aspect of proving the excellence of your customer service to this person. Using their name and being accommodating can often disarm an inappropriate complainant.

Turning a Complaint Around

If you deal with a complaint around so that the customer is happy and satisfied in the public domain of social media, then it will boost the perception of your company. The value of responding in an appropriate and timely manner to complaints reinforces the concept of social media as a conversation, as well as what having a good persona online can do for a business’s perception and subsequently their sales too.

The WebMarketing Group are a search engine optimisation and specialist social media optimisation company based in Leeds

If you liked my post, feel free to subscribe to my rss feeds

6 Comments so far (Add 1 more)

  1. Hi, I check your blog regularly. Your writing style is awesome, keep up the good
    work!

    1. Ruth on June 10th, 2013 at 10:49 pm
  2. Fantastic beat ! I wish to apprentice even as you amend your web site, how
    could i subscribe for a weblog website? The account aided me a appropriate deal.
    I had been a little bit familiar of this your broadcast provided vibrant
    transparent idea

    2. Wolfgang on June 10th, 2013 at 10:31 pm
  3. This website was… how do you say it? Relevant!
    ! Finally I’ve found something which helped me. Thanks!

    3. uab.parcelhus.pw on June 10th, 2013 at 8:39 pm
  4. Hi all, here every one is sharing such familiarity, therefore it’s pleasant to read this web site, and I used to pay a quick visit this web site all the time.

    4. refusionsopgørelse on June 10th, 2013 at 6:21 pm
  5. Hello friends, how is the whole thing, and what
    you would like to say about this piece of writing, in my
    view its truly amazing in favor of me.

    5. køb af bolig on June 9th, 2013 at 8:48 pm
  6. hello there and thank you for your information – I have definitely
    picked up something new from right here. I did however expertise several technical issues using
    this site, since I experienced to reload the website lots of times previous to I
    could get it to load correctly. I had been wondering if your web hosting is OK?
    Not that I am complaining, but slow loading instances times will sometimes
    affect your placement in google and could damage your quality score
    if advertising and marketing with Adwords. Anyway
    I’m adding this RSS to my e-mail and can look out for much more of your respective exciting content. Make sure you update this again very soon.

    6. same day loans on April 18th, 2013 at 4:25 am

Post a Comment

Your email is never published nor shared. Required fields are marked *

*
*