WHY DO IT?
If you’re still having doubts about investing in customer service on social media, then stop! The benefits of having a good relation with your clients online have been proven again and again in various studies. Here are a few facts to show you how social customer service affects online customer behaviour AND purchasing decisions:
1. People EXPECT customer service on social media channels!
♦ 81% of consumers who use social media expect businesses to respond on social sites.1
♦ 66% of people said valuing their time was the most important thing a company can do for good online customer service.2
2. People increasingly SHARE their shopping experiences on social media channels!
♦ 58% are more likely to share their customer services experience stories now than they were five years ago.3
♦ 45% share bad customer service experiences via social media.3
♦ 30% share good customer service experiences.3
3. The quality of online reviews and customer service received has a direct IMPACT on sales!
♦ Customers will spend 21% more if they receive good customer service via social media.4
♦ 90% of consumers say positive online reviews influenced buying decisions.3
♦ 86% said buying decisions were influenced by negative online reviews.3
Now that we’ve established the importance of social customer service, here are a few tips to get your business ahead!
For a small business, customer service can be rather straight forward. However, as your business grows and so do your online communities, you’ll have to come up with a decent strategy to deal with all those incoming messages. Rather than nagging you about the content of your replies – which really depends on the nature of your business – we’d like to share a few tips on elaborating your customer service strategy:
1. Evaluate your performance and adapt your strategy to improve your services constantly.
♦ Track your general sentiment evolution. Tracking general sentiment shows you how your community feels about your business, which very much depends on the quality of your customer service. Look at your performance and ask yourself the right questions: where do negative comments come from? How could they be avoided? Adapt your strategy and keep track of your evolution.
♦ Measure answering time. We’ve already gone over this, time is crucial in social customer service (it’s just the way the internet works really, people do NOT like to wait). Therefore, keeping track of the time it takes you to answer messages is a good start when elaborating your customer service strategy. Set yourself reasonable goals to gradually reduce the time it takes you to answer those messages.
2. Always be one step ahead
♦ Keep an eye on the average number of daily incoming messages and the type of messages you receive. Knowing the nature and quantity of the messages you are going to receive will help you anticipate the responses you will provide.
♦ Anticipate moments of intense activity so that you don’t get overwhelmed by the workload. This will help you organise your teams in advance so that they are always at the right place at the right time and no resources are wasted.
Tigerlily can provide you with the insights you need to help you optimise your daily tasks on Facebook. Request a demo to find out how we can help your business!
(1) Local Search Usage Study: Bridging The Caps, From Search to Sales, comScore and TMP Directional Marketing
(2) Top 10 customer service trends for 2013 by Fonolo
(3) Dimensional Research “Customer Service and Business Results: A Survey of Customer Service from Mid-Size Companies” April 2013
(4) Nielson study