Bacal's Alert: The hype and push to provide customer service to customers via social media platforms like Twitter, Facebook and blog platforms has been incredible, fueled by the hope that doing so will reduce customer service costs, and the lemming like phenomenon of wanting to do what "everyone else is doing.
Is there evidence to support the effectiveness of social media customer service delivery? There are anecdotal case studies that claim savings and effectiveness, but most often the data used is not translated into bottom line business results. Much of the "evidence" put forth has to do with questionable survey data either from customers, or from businesses, and not behavior or actual numbers. For example, it's oft mentioned that xx% of customers "prefer" social media based customer service, but usually the surveys simply don't ask the correct questions. The clear reality is that customers want their issues addressed as needed, quickly and conveniently, and they will try anything to achieve those outcomes. Sadly they've been turned off other customer service channels where customer service has been abominable (phone/email), so the survey results are easily explained as being the result of hope that anything will turn out better than what they are used to.
Recommended: Giving The Business to Social Media Research
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Top : Customer Service and Social Media: Many are touting social media as a revolutionary way to provide customer service. Few are questioning whether this is true. Read about different views on customer service and social media.
Articles:Social Media Measurement Should Focus on Outcomes, Not Output - by Shannon PaulHow are you working to shift the focus in your company from internal to external? From output to outcomes? (Added: 13-Jun-2010 Hits: 58 ) Customer Service Meets Social Media: Best Practices for Engagement | CustomerThink - by Customer Think Free whitepaper, required registration. As big a game changer as social media is, the basics for providing service still apply. You will have to adapt to not owning the channel and you'll need to redefine your agent's guidelines for engagement. Download to learn more social contact center best practices. (Added: 25-Nov-2009 Hits: 198 ) Social Media 101: How to Avoid Alienating Your Customers : Technology :: American Express OPEN Forum - by Adam Ostrow Imagine as the CEO of your company, you have an opportunity to write an op-ed for The Wall Street Journal where you discuss the generous healthcare plan you have implemented for employees. Sounds like a great PR opportunity that will further improve customer's perceptions of your business, right? Unfortunately, when it also includes controversial opinions about healthcare reform a hot button political issue and you're the CEO of Whole Foods, John Mackey, the result is consumer backlash, amplified by the ability for users to congregate on social media sites. Specifically, after reading the WSJ piece, Whole Foods customers took to Facebook, where they set up the group Boycott Whole Foods, which has attracted tens of thousands of angry customers. Here's the campaign's rallying cry: (Added: 1-Dec-2010 Hits: 100 ) Retailers should embrace Facebook, not stifle it « - by na Social networks like Facebook provide retailers with the opportunity to reach out to both staff and customers and can be more effective than email marketing campaigns, according to two industry specialists.Despite recent news that employees from Waitrose and Tesco's were using Facebook to post derogatory comments about their customers, customer service specialist Derek Bishop believes that rather than focusing solely on the risks associated with social networking sites, retailers should also look at the benefits that can be gained by embracing web 2.0 as part of their customer strategy (Added: 5-Jan-2010 Hits: 170 ) HOW TO: Use Social Media to Retain Customers - by Josh Catone There are many times or reasons that a small business will receive an influx of new customers such as around the holidays for retail stores, during a new product or service launch or after a local advertising campaign. While new customers are great, returning customers are even better. Social media offers a number of opportunities to turn your new and existing customers into repeat customers and fans. (Added: 1-Dec-2010 Hits: 93 ) Just Fix Customer Service... - by Frank Eliason Sometimes people will challenge the thought of Customer Service in social media. The belief is if Customer Service was excellent there would be no need for Customer Service involvement in social media. I think these beliefs are shortsighted, but for a few different reasons. Let me start off with stating that I believe Customer Service must improve for all companies, and a big cause is social media. The Customer is gaining the upper hand, and I think that is great. (Ed. I disagree with almost everything in this article) (Added: 27-Nov-2009 Hits: 198 ) Customer Service in Social Media - by Liana Evans Investing in social media conversations is very resource-intensive. However, conversing with the audience in a genuine manner, not with predefined marketing messages, can have great rewards. There are no written rules or guidebooks when it comes to participating in social media. Several industry experts say it's a lot like the golden rule: "Do unto others as you would have them do unto you." While that's a great rule of thumb about how to act and participate in social media, it's a lot more about "giving without expectations." Companies need to give without expectations when entering into conversations in this space. It's no longer about who's controlling the messaging and marketing in any particular space. The most important thing that is forgotten when it comes to social media marketing: it's a learning process. (Added: 13-Dec-2009 Hits: 157 ) The other types of social media users - by Marc Meyer There's really no such thing as THE social media user, and you'd better understand how your users differ if you want to use social media in your business. Here's a taste of some ways people differ. (Added: 16-Jun-2010 Hits: 46 )
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