Social media has got tremendous opportunities for businesses that want to meet and exceed the customer’s expectation. Through these platforms, brands not only market and sell to a broader audience but can also engage customers in every step of their lives. This, therefore, makes social media a massive contributor to a business’s growth and value addition. Such growth and value addition are because of technological changes and changes in consumer behavior.
To avoid missing out on all the changes in consumer behavior, and the benefits social media has, companies are taking their customer service efforts to various platforms. They are creating social handles that allow businesses to engage with customers on a personal level and meet their needs without necessary using their support channels. The result is a two-way beneficial as both business and customer gains.
3 Platforms for effective social media customer services with examples from brands who have done it!
Before we dive into all the possible platforms brands can use for social customer service, let’s see how can social media improve customer service:
- Social media provide you the opportunity to cast your net wide to reach even those customers who cannot contact you on your normal support channel.
- Social media is the most accessible place to talk through a solution, either through written and video chats. And because it never sleeps, you will probably find your subscribers willing to chip in and assist a troubled customer when you are out of session, and real-time.
- Fewer barriers mean you can reach your global customers with ease — no need to be in an office while responding to users queries.
- Social media has a personal touch. Organizations these days employ chatbots in handling customers, yet, their conversation often lacks context and clarity. That is not the case with social media as real people will respond to users questions and not bots.
- Setting up a customer service system can be very expensive, especially if the company is low on resources. Social media relieves organizations the high cost of gaining resources and tools for customer support. Also, social media has no steep learning curve when compared to customer resource management tools.
1. Facebook for customer service
The Facebook group feature is a powerful tool not only for engaging with an audience but also for meeting your customer service goals. Unlike pages or accounts were any user can enter, groups (private) restrict those who access the platform. You can also regulate how your audience uses or access services via the group. A company that is successful in using Facebook group for customer service is LinkAssistant, through its SEOPowerSuite User Group.
From this group, customer success agents can answer to random customer services questions posed on the groups by customers who use their product.
The group feature is excellent for explaining how-to and for product demonstrations through live and recorded videos. Also, questions and answers to previous chats are always available in the achieve. There are also links to common questions for any user who wants to access them. Customers can also easily screenshot problem they are experiencing with the product and forward it to the technical team for help.
LinkAssistant also uses this group for product launches and demonstrate to subscribers upcoming features.
YouTube can also function as a customer service tool. The video platform is great for making it easy to visualize products. Customer care agents can come forward and explain to customers the functionality of a product through videos and tutorials hosted on the platform.
One company seeing success with YouTube as a customer service tool is Warby Parker. Through their handle, WarbyParkerhelp, customer service reps can answer to the detailed question on their products. And since it is all videos, it makes it easy to respond to questions that require walkthrough with the customer. It can also help to advertise products hence encouraging repeat business.
As videos become more prevalent in communication and interactions, YouTube is just another platform to meet and reach your ideal customers without breaking the bank.
3. Customer service on Twitter
Today’s customers are an impatient lot. When they ask for help to a particular pain they have, they want the solution to the problem fast.
The first place they want to seek answers to their pain is on social media. So why not join them in a fast-moving platform like Twitter, to listen and meet their demands?
The best way to succeed with customer service on Twitter is to have a dedicated handle. Such a handle would take care of customer care queries and avoid queries and answers from getting mixed up and lost with the marketing messages.
For HP, their social media customer support handle HP support is separated from the normal account to handle only customer services issues. With this handle, support teams can answer every technical question customer pose. Also, their teams can provide expert tips on how to sort technical problems and joint problems. They can also share industry knowledge.
With short videos now being possible on Twitter, customer service agents can easily share online workshops and unpack complex issues much more straightforward.
How do you use social media as a customer service tool?
Social media is an excellent platform for a business that wants to connect and engage with its customers. It is very resourceful for answering simple questions and showing a product functionality without going through email and complicated ticketing system.
However, like any other tool, it doesn’t guarantee total success in customer service. To get the most out of social media and discover how social media handles customer care complaints:
- Connect the various services to social media to optimize your efforts (Ads and marketing campaign tools).
- Try or conduct various tests, including benchmarking, until you get the much-needed results.
- Develop your skills in digital marketing and make sure that there is a tight connection between your channels.
- Engage in social listening and monitoring.