Give Better Customer Service Through Social Media Monitoring
Congratulations! Your company’s Facebook page is attracting fans, employees are tweeting up a storm about your products and services, and the company blog is getting more hits. But are you only listening when someone is directing their comments right to you? Is your social media interaction only based on reacting and responding to comments made by customers and fans on your company blog or corporate Facebook page?
If you answered yes, then you could have a problem. An exponentially larger number of compliments, complaints, comments and questions are taking place about your brand and products than ever before. It’s possible there are hundreds of posts and tweets that you don’t even know about because they’re not being sent directly to you. Instead, they’re shared generously with friends and family.
Customers’ expectations and experiences are changing
In today’s world of instant communication it’s critical that you begin to hunt down all mentions of your brand and company in order to engage in the discussion before it bowls you over.
A study by Maritz Research in September 2011 revealed that half of all people who tweeted a complaint about a product, service or company expected that company to read their tweet. But these people weren’t sending direct messages to the companies; they were just tweeting about them.
Other research reveals that the people using a social media channel like Twitter to complain are already disproportionately upset. A 2010 Twitter X-Factors report from ExactTarget showed that less than 1 percent of customers use Twitter first for problem resolution. Therefore, people complaining on Twitter have already been let down by your other customer service channels. When you fail to find those complaints and respond appropriately, you’re basically watching customers walk away forever.
Think about your own experience. When you're in the heat of a frustrating moment, what's the first thing you do? Most people tend to gripe, complain or vent to whoever is willing to listen. Sure, there's a chance you might take the time to reach out to the company directly if you felt that doing so would rectify the problem. But no matter what the situation, it's human nature to share your frustrations, whether your friends are able to offer solutions or not.