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BEST
PRACTICES
&
STRATEGIES

Social Media:

wide-spread, easy and quick source
for all kind of information

Although most companies are represented on social Sort your social media channels
media and tend to work hard to solve problems quickly,
taking a closer look makes clear that customer service Think carefully about how you respond to service
and social media do not harmonize well: much of the requests on social media. Marketing professionals are
communication takes place in public, but not everyone usually happy when customers publicize their
likes to announce loudly when a flight has been missed frustration: this provides an opportunity to have a
or a new face cream caused rashes. Not to mention convincing and positive reaction, which creates loyalty
that the interaction via this channel is not very targeted, and trust among consumers. However, experienced
more like a visit to the lobby of a company where you customer service teams know that a happy
have to get through the receptionist first before conversation is not a matter of course. Conversations
reaching the right contact person by drawing attention that end with bad compromises, or even dissatisfied
to yourself as loudly as possible. customers, are not ideal for a public discussion. In
other words, those responsible should "screen" through
In a nutshell, social media should be viewed with service calls, assess all inquiries and prioritize them
skepticism as to its suitability as a service support. Yes, according to urgency and importance. The same
it's true: nine out of ten consumers have already applies to customer inquiries on social media: decide
contacted a provider via social media if they have a quickly whether it is worth negotiating a customer
problem, but only 5% describe this route as their inquiry publicly or if you prefer to continue on a more
preferred channel. This underscores the thesis that private level, e.g. with a private message or call.
social media platforms aren’t ideal for customer service
- neither for companies nor customers. But since social If the problem can be resolved successfully, quickly
media is so omnipresent, companies cannot afford to and publicly, you should not miss this opportunity. After
have no plans for user requests up their sleeve. Hence, all, your reaction is being watched by others. This is
the following tips on dealing correctly with customer especially true if the topic affects other consumers, too.
inquiries on social media could be useful” Then solve it publicly and show the entire audience that
you are taking appropriate measures.

April 2020: Social Commerce & Influencer Marketing: social shopping as the future of commerce 30