Operation must SEE: Five Strategies to teach you to play social media customer service

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I am on the social media to find customer service, of course, usually when I hear "flight canceled" four words. These words are to be equated with all disasters: long queues, angry people, overcrowded flights, missed appointments, and customer service calls that airlines never get in.

On a recent trip, we had a flight cancellation. With 150 to 200 people on our flight to the front desk to reorder the tickets. When I was in line, I was on Twitter at the @ Airlines.

Twitter does not need to have wiring waiting time. Within minutes, a tweet with "^LC" signed the guy back to me. The customer service representative asked me to add their tweets and use letters instead of using Twitter to develop flight information.

In less than 10 minutes, I had a new flight scheduled-completely via Twitter. We still have 20-30 minutes to go to the front desk and most of the people who are on the phone are calling the airline--and not getting in.

Best of all, our new scheduled flight will take off in 15 minutes. If we were to book through a traditional customer service channel, the flight would have flown before we made the phone call, and I would have been stranded at the airport, on Twitter and cursing the airline. Now, a satisfied customer has decided to share his experience on Twitter.

Consumers turn to social media customer service

J.D. Power recent social media research has shown that 67% of consumers focus on the social media accounts of product companies in order to get customer service, much more than 33% of the focus on product marketing. These discoveries are of great significance. Because the company has learned the importance of marketing products in social media. But clients are more demanding: they have questions to ask, and need to be addressed.

Social media is gradually becoming a customer service platform that provides timely, personalized and shared services. So how should brands make use of these customers who need to serve? How can consumers get the services they want from the company?

Strategy One: Independent customer service Account

Key industry Indicators (KPIs): Recovery rate, recovery speed

Separating the customer service account from the brand master account means separating the help information from the marketing information. This will facilitate a well-trained social media customer service representative to handle customer requirements, and social media marketing can also focus on building brands.

This division of labor in addition to time-saving and conducive to the protection of brand image, but also make the brand's analytical data more meaningful. For social media marketing or customer service, the connotation of standard key industry indicators (KPIs) is different. Marketing KPIs Care about the comments and responses of fans about their content, and the most important thing about customer service is the company's response to customers.

For social media customer service, data such as recovery rate and recovery rate directly measure its ability to serve.

Brand Spotlight: Microsoft

L Recovery speed: 30 minutes

L Recovery rate: 64%

Microsoft has done a good job of setting up a dedicated account to guide clients. Customer service representatives can quickly respond to direct questions and proactively look for product-related indirect tweets on Twitter. There is still room for improvement, but the response rate is excellent.

Strategy two: Clear online time

As one of the leaders in the industry, the Royal Dutch Airways (KLM) has 24 hours of online customer service support throughout the day. Timely and convenient is the lifeline of airlines, so the service is very meaningful.

However, because the size of the company is different from the customer base, not every company needs to be in this way all day online customer service-in fact, most companies do not. But they will make it clear when the customer service is online. This arrangement is extremely important regardless of the company's customer service schedule. The customer's most annoying reply is silence.

Brand Spotlight: American Express (@AskAmex)

L Recovery speed: 3.8 hours

L Recovery rate: 46%

Askamex This account attaches great importance to clear, direct and pleasant communication. Because it deals with sensitive personal financial information, the customer service team has developed a special guide to alerting privacy issues. Talking about online time and releasing communication guides can avoid many obstacles and embarrassment in communication, which is helpful to improve customer service quality.

Strategy Three: Humanization

Customer service representatives, introduce yourselves. Even a simple and unique signature "^LC" can also give customers a sense of humanistic care.

UPS's Facebook and its emphasis on human services, its page has customers can contact customer service representative photos, so that customer and customer service communication will be more effective, more efficient and more smooth. A number of customer service representatives manage an account at the same time, each customer service can reply to customer processing requests, this can also speed up the recovery speed, improve service quality.

Brand Spotlight: Zappos (@Zappos_Service)

L Recovery speed: <20 minutes

L Recovery rate: 100%

This response rate is right! Zappos's customer response rate is achieved by its 24x7 online customer service team. The team also asked customer service to be friendly in social media. Customer service representatives are happy to line up the line, nothing sell the Meng. They seem to enjoy their work in particular.

Such positive work attitude can help customers who are worried about complaining to relax and improve the customer experience. If you feel lonely when you surf the Internet, @ zappos_service, at least they will.

Strategy four: First strike for the strong

Tools: Trackur

Social media platforms allow companies to provide customer service in a new way. Now the company can take the initiative to discover the customer's problem, before the customer asks you to answer them.

This is called proactive customer service, and the company has been doing it for years. But social media has made it possible for companies to do more. Today, the company "listens" to indirect product feedback in social media (without feedback from the @ product-related accounts) and solves the problem directly.

Trackur The tool can track tweets about brands and products and determine whether their emotions are positive or negative. Brands proactively contact customers with negative emotions and turn public complaints into shared solutions. In this way, the consumers will find that the product companies really care about what they want to say.

You want to be more active? Finding and solving problems can go further. Community listening and emotional analysis can also help companies locate their competitors. Proactively solving such problems can help companies seize market share.

Brand Spotlight: UPS (@UPSHelp)

L Recovery speed: 88 minutes

L Recovery rate: 47%

The UPS community listens very carefully, and the company is known for proactively locating and solving customer problems. Turning a potential complaint into a satisfied customer is naturally a wise choice. But UPS's customer service often misses the opportunity to turn a demanding client into a fan, because they move the details to the mail. While such an approach is understandable (especially when it comes to sensitive user information), such a shift discards the exchange platform that the customer originally chose. Using Twitter letters or Facebook information can increase customer loyalty and reduce the hassle of switching platforms halfway through.

Strategy Five: Don't do it when you're not.

There is a good saying that what is worth doing is good. The same is true of social media service. According to the survey, the 2014 British brand (Interbrand) hundred companies with dedicated social media customer service is unchanged from the previous year, or 32, and the 32 companies in a year to increase their customer service response rate of 43%. Companies that have already invested in social media service are stepping up their efforts.

If a company is going to start serving its clients, make sure the company is well prepared for the mindset and resource allocation. Social media customer service will be more annoyed than no social media customer, and feel less attached to it, if it is too slow or even not responding.

Brand Spotlight: KLM Holland (Facebook)

L Recovery speed: 78 minutes

L Recovery rate: 96.44%

This article again appeared KLM this company for a reason: their social media customer service is good enough.

The KLM sees this as some kind of turning point before many companies take social media customer care seriously. They have even made it clear that social media customer service is their selling point.

It is no exaggeration to say that KLM's investment in social media has boosted the aviation industry's growth in this area. The KLM-led aviation industry has promoted the development of social media service in all industries.

Conclusion

Want an elegant, positive and effective customer service? Don't call (unless you're looking for a social media brand account). Social media customer service to provide customers with unparalleled convenience. And the company can save money and better serve customers. If you've had enough of the phone service long wiring time, on social media, immediately enjoy the service!

Source：

-Stencils measured's report "Twitter customer service Top Ten brands"

-socialbaker Feature Report "Focus on social media customer service"