Customer Service And Social Media

As a business, virtually everything you do can be considered customer service oriented.  Your social offerings are not any different.  In fact, the nature of social media means your social presence is often the digital face of your company and social interaction point.  How you deal with customers is on full display for other customers and potential shoppers to see.  New research is out that looks at how consumers use social media as a customer service function.

• 17% of consumers in the past year
have used social media to obtain a
service response

• Social media users who have a great experience will tell 42 people – Those who are not on social media will only tell 9 people

• Over 80% of shoppers who use social sites said they have not completed a sale because of poor customer service

• Social networkers who had a bad customer service experience will tell 53 others about the incident

• Less than half on non-social media users reported that they had not completed a sale because of poor customer service.  Those people only told 17 people about their experience.

• Social media users are willing to pay 21% more for brands that deliver great customer service through social media

What Does This Mean To You?

Social media users are, well, more social.  They tend to communicate with brands about their experience and expect action from them.  Their activity is the precise reason you need a reputation management strategy.
If these consumers will tell over 50 people about a negative incident, imagine the exponential damage your company can receive because of social media.  The social space and negative comments do not just go away.  A sound reputation management policy can help you mitigate the negative and help you convert them into positive comments.  At the very least you need to engage those with a negative experience and offer to fix it.  Ignoring the problem will only make it worse.  Others will see a company that not only provides bad customer service, they see a company that also doesn’t about care about its shoppers.  Social users who have good experiences will tell others, just not at the same volume.  A social reputation plan will help you use these positive comments and turn them into a testimonial for your business.  Your organization should take advantage of the good stuff and make sure as many people as possible see it.  Rewarding customers for good comments is great and will help foster other positive happenings.  One of the best things about social networkers is that they are willing to a premium to shop at brands that deliver top flight customer service.  If you maximizing are your positive comments, promote it.  This will increase the value of shopping with you – even if you cost a little more.  Just like the song says – you have to accentuate the positive, eliminate the negative, latch on to the affirmative, don’t mess with Mr. In-Between.  For more information on how to grow your business with reputation management, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: OnlineMBA.com; Kalena Jordan, SearchEngineCollege.com; sitepronews.com; MediaBistro

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