Oct 6 2017
It was the first way that brand managers connected with people through social media, and it remains a crucial function of these platforms today.
Customer service is a “feast or famine” function. If done well, the benefits can be enormous—even viral. When handled poorly, these instances are almost guaranteed to go viral (in a way no brand manager wants). That’s when a social media miss becomes a PR nightmare.
New research reinforces how important customer service is on social platforms, and how far some brands still have to go to achieve greatness. Consider the following:
- Eighty percent of companies believe they deliver superior customer service, but only 8 percent of customers agree.
- Thirty-three percent of social media users prefer using social media over calling a customer service line.
- If a consumer receives strong customer service, 48 percent will tell friends about that experience.
Customer-service missteps can be avoided, and best practices boosted. Headway Capital provides an infographic that details 10 steps to giving excellent social media customer care: