How Companies need to Utilise Social Media for Complaints
Consumers are increasingly turning to social media for complaints and interaction, is your business on board with this or not?
The customer service possibilities of social media
Is your business one of the many utilising social media to maintain customer relationships? Eighty per cent of firms say they plan to in the near future.
Monday, October 1st 2012 by Steve Swallow
Social media has become the preserve of the vast majority of businesses now and not just in terms of digital marketing.
While platforms such as Twitter and Facebook offer a strong engagement opportunity for businesses they also need to be considered a priority in terms of customer relations also.
According to Gartner research, one billion users around the world will use some form of social network, meaning it is imperative companies begin to realise the potential of such sites to keep existing customers happy.
The same research also predicts that many firms are beginning to realise this, with 80 per cent of companies saying they plan to use social media for customer service in the near future.
In terms of customers, 62 per cent said they have already used social media for customer service issues, clearly highlighting just how much of a necessity it is for businesses to keep customers happy via this medium.
Far from considering this as a chore, your business can look to profit on this and take advantage of the personal, more open environment that social media offers.
Instead of customers having to go through complex complaints and interaction procedures via websites, with the burden of ‘chasing down’ companies on them, firms can now be proactive in maintaining relationships.
There is always the temptation for customers to grow weary of this and simply take their business elsewhere, but social media can offer an opportunity a positive opportunity for organisations.
However, they need to fully commit to it if they wish to see the best from it.
Over half (55 per cent) of consumers said in an A.T. Kearney study that they expect a response the same day to an online complaint.
But, of the top 50 worldwide brands, 56 per cent did not respond to a single customer comment on their Facebook Page in 2011, while on Twitter, brands ignored 71 per cent of complaints.