Most modern businesses already have Facebook, Twitter, and Instagram profiles. Using social media for brand promotion, marketing message broadcast, and company updates is pretty routine for most entrepreneurs and marketers. However, where most businesses are missing out, is using social media to deliver customer service.
Ragy Thomas, CEO of Sprinklr, a social relationship management system, famously remarked that businesses have experienced a shift from ‘B economy’ to ‘C economy’. Whereas B economy concept focused on broadcasts, the C economy is about conversations. Social media networks, because of their appeal on a personal front, offer tremendous potential for businesses to converse with their customers.
An Overview of Traditional Customer Service
Conventionally, customers have phone, email, chat, and ticketing based options of availing customer service. All of these have inherent limitations that prevent even the most customer-focused entrepreneurs and businessmen from delivering delightful customer service. Finding the right telephone number, long wait times, lost email communications, frustratingly long chat sessions with little human touch – all these mean your customers are not likely to feel your brand’s personality. Social media, when leveraged as customer service portal, overcomes some significant limitations of conventional media, and hence gives entrepreneurs the opportunity to make customer service a differentiator.
The Core Rules of Social Media Customer Support
- Understand the meaning, intention, and expectation behind their questions, comments, and queries.
- Understand the context of brand mentions; in almost half the cases, audiences don’t expect or desire the brand to start the conversation. So, you’ve got to develop the pulse to identify where to intervene.
- Engage in conversations when you’re confident you can deliver value.
- Always align your conversations to the ulterior aim of developing great customer relationships.
Irrefutable Reasons for Entrepreneurs to Focus on Social Media Customer Support
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