Tag Archives: social media as customer service

Social Media as Customer Service

15 Jan

Companies have for sometime now realized the great potential of Social Media to help deliver remarkable customer service to their clients. The logic being that if it could well topple dictatorial governments or spread Bieber memes at lightning speed, it could well deliver their messages to customers in a positive light ever so easily, right?

Well, sorry they’re very WRONG.

For in a recent post on Social Media Today quoting a report from Javelin Strategy & Research, a study of  U.S. banks’ social media implementation, particularly, with Twitter programs, showed that most of  the same banks have  fared quite badly with their efforts.

Because besides being too slow to react to events and usual queries, the banks have run their Twitter programs like they have always done with their onground systems. Which is basically to pass on any problem to the next bucket down the line. Have you ever experienced these famous words:

” Dear customer, we do understand your situation and would like to do something about it very soon. But, could you fill in this form in triplicate and reach our customer service assistant for a resolution. But in the meantime, please listen to this lame elevator music while we try to attend to ten other people on the queue…”

Social Media Marketing and Twitter initiatives are in fact not easy to run. An enterprise must have an institutional commitment to them and back it up with actual people and resources to be effective at all. The most important element however is a  simple realization that “Social” is a different animal from the old, plain Customer Service Desk.

Twitter moreso, needs immediate response because of the thousand other tweets scrolling in your face. People who bring their problems to Twitter would like to get their answers on Twitter. They do not want to be asked to do another search, or step, or action. They do not want to talk to a logo. They want a real caring person on the other end.

Social media is about the ease and convenience of online communication. It’s about directness, that’s why we even have the 14o or so character limit. It’s about authentic, timely and real-time solutions that can make  customers either truly happy or supremely pissed.

So the next time, we dream of using Social Media as Customer Service, let’s ask ourselves if we are ready to walk the talk. To learn how people truly interact in these new platforms. With their shiny new tablets, with SOPA breathing down our necks, and with maybe even that  an old-fashioned enthusiasm  to serve hot and fresh content.

If we do, our customers will love us for it and become the raving fans we’ve all always wanted, but can for now only dream of.

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