Any successful business will tell you that it is their repeat customers that make them successful. It is also a common known fact that it is easier to get your repeat customers through your door than new customers. Therefore, it is not a surprise that excellent customer service should be something that every business strives for. Without it, you will not have repeat customers which will result in you having to work twice has hard to achieve success. So how can you use Social Media to improve customer service?
First, it’s important to understand that if you are not active on Social Networks such as Facebook, Twitter or LinkedIn it does not mean your customers aren’t. If your customers are on the networks (and chances they are) it’s likely your name has been mentioned, and if it was in a negative manner you lost a huge opportunity to turn something negative into a positive. Don’t beat yourself up, you are taking the time now to correct this, the next time a negative comment is Tweeted you will be ready to reply, correct and turn the situation around.
The customers voice has more power, more voice now than ever before. When a negative experience occurs it is no longer shared with only a small handful of people, it’s shared with potentially millions of eyes through social networks. The truth is that the average Facebook user has 150 friends, if they post a status update about a bad haircut, potentially 150 people are going to see that. If anyone of those friends comment on that status update now thier 150 friends will see it as well (that means potentially 300 people see the negative comment). This is an example of a negative experience that went viral. Now lets look at the same situation, however this time you were prepared and had a presence on Facebook.
The individual finds your FanPage (or Fan Page) on Facebook and writes on your wall about their bad haircut. The individual’s friends can still see this negative comment, but this time something different happens. You, as the haircut provider, respond to the comment, apologizing for the bad haircut and offering to make it right by inviting them to come in immediately to get the situation corrected. On top of that you end the conversation by offering them a 50% off coupon for their next haircut. Not only did you save a customer by correcting the situation, but now all of their friends see that the situation was taken care of, you just built trust with potentially 150 local potential clients. This is an example of a negative compliant turning into a positive experience. This is happening on a daily basis with Social Media.
Social Media gives businesses of all sizes an incredible opportunity to connect with their customers in a comfortable environment that allows bad experiences to turn into positive marketing. By being setup and active on social networks you are allowing your customers to connect with you in a manner that was never possible before. But this is just the beginning, with Social Media you provide your happy customers an easy and comfortable location to give you praise. Excellent customer service is more important now than ever, however when using Social Media properly it is easier to achieve and able to produce much larger results.
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