Provide Social Customer Service for the Right Reasons
By Lance Fried
1. You're brand is already social.
If your brand has a strong social presence but is still not offering customer engagement or support on the same channel, you may want to seriously consider broadening your social efforts. When your brand has a social presence but ignores its customers posts, it's sorta like knowing someone is home, but they are choosing to not answer the door. Pretty frustrating, right?
2. Your customers are already social.
According to a study from ClickSoftware, 62% of customers have already used social media for customer service and 47% of social media users said they "actively seek" customer service through social media. Customers want to interact with brands how they decide, and there is a clear demand for social customer engagement.
3. Improve NPS.
In the social realm, your brands net promoter score is amplified through your customers' rants and raves on social media. A study by the Internet Advertising Bureau found that 90% Of Customers Will Recommend Brands After Social Media Interactions. The same study found that social media can improve brand sentiment, customer engagement and brand loyalty, which can all result in ROI.
4. Up-sell cross-sell.
Not only can social media help satisfy customers who are looking for support, but social can also be an opportunity for up-selling and cross-selling. Pushing a coupon or offer to a happy customer at the end of an interaction can drive customers to upgrade or purchase. The Internet Advertising Bureau study also found that 4 of 5 consumers said they would be more inclined to buy a brand more often in the future after being exposed to a brand’s social media presence, while 83% of consumers exposed to social media would trial a brand’s product.
5. Reduce customer churn.
Gartner found that the dissatisfaction that stems from failure to respond via social media channels can lead to up to a 15% increase in churn rate for existing customers. Engaging with customers on social media not only reduces dissatisfaction and customer churn, but also, as stated earlier, promotes brand loyalty.
6. Go On, Be a Hero!
Early enterprise adopters of social customer engagement win big with customers by differentiating themselves within their vertical. Providing social customer service speaks volumes for your brand, and your customers are there, waiting for you.