If someone is contacting the customer service department of any company, it’s most likely NOT following a positive experience. Calling customer service phone numbers (and I know this from experience) can be frustrating, especially if a customer values time and they actually want to speak to an actual person. It’s why Customer Service on Social Media is becoming more common, and a number of businesses are using social platforms to communicate with customers and hopefully resolve matters faster.
According to a Simply Measured survey 99% of brands have a twitter account. Clearly, social media is making an impact on the way brands are marketed and advertised but it’s also changed the way customers express their feelings about a product or a service. This is a good and a bad thing for businesses. If we, customers, love a product we may share it with our online ‘Friends’ on Facebook or ‘Followers’ on Twitter, and if we are unhappy with a product we are even more likely to share that feeling too. According to a Zendesk survey 95% of customers are likely to share bad experiences and more than half of them will share their horror stories with five or more people. Check out this tweet by the Randy Rogers Band.
Following a snafu with American Airlines (@AmericanAir) the band shared their thoughts with their more than 80,000 followers. Yikes! American answered his tweet but it’s unclear if the issue was resolved.
Some customers who feel they’ve been wronged take more aggressive measures. Earlier this month a man family’s luggage was lost while flying with British Airways. Frustrated at the lack of help from the airline, he took them on via a promoted tweet. Six hours after this message “Don’t fly with @BritishAirways. Their customer service is horrendous,” went live and Mashable picked up the story. It got thousands of re-tweets, comments and shares.
Some businesses understand the power of social sharing, both good and bad, and about 30% of them have specific twitter handles dedicated to answering customer service questions. American Express (@AskAmex) does a great job answering customer’s questions and complains in the twitter universe in a timely manner.
When it pertains to social media the 9-5 rule doesn’t exist. Customers are always online, and responsiveness is key if businesses want to keep that consumer. Fortunately businesses are adapting a more modern way to customer service. According to an eDigital Research Survey 80% of customers who contacted a brand through social media received responses within 12 hours.
In the case of the promoted tweet heard around the world, the man’s efforts worked. Not only did the airline get in contact with the customer to fix the issue, ultimately they had to offer an explanation to the BBC who requested a comment on the matter.
Do you have a social media customer service story you’d like to share? Let us know in the comments below.