By: Andrew Gothelf - Delta and Comcast are two brands that have a dedicated Twitter customer service account.
Brands use social media in a number of ways to aid customer service. Dedicated handles for customer service are especially popular. (Radian6 has our own at @radian6support.)
These accounts are useful, but they present some challenges. Here’s how to solve them.
Challenge 1: They may encourage people to complain.
Social media customer service accounts may encourage people to complain. One of the perils of social media customer service accounts is that users may see these accounts as a place to voice frustration or anger that may be misguided. It takes less effort to send an angry tweet than to call a customer support line.
Solution: Though the number of complaints may spike from the presence of a social media customer service account, the ability to respond quickly to customers in a place they already spend time should outweigh this challenge, as long as you are responsive and helpful.
Challenge 2: People expect an answer.
Nobody likes being put on hold, or having to wait two weeks for an e-mail response to a problem. Social media users are even more impatient when it comes to receiving a response.
Solution: Make clear the times during which your account will be monitored, and commit to responding during these times. It is important to establish whether all users should expect a response, as well as what hours your brand is monitoring your account (hint: it should probably be 24/7).
If brands ignore complaints directed toward social media customer service accounts, problems (and tempers) can escalate quickly. By responding to every user, even if to simply direct them offline, you can help diffuse a situation through a lightweight interaction.
Challenge 3: Complaints can publicize an issue.
Complaints on social media accounts are public, and can make others aware of an issue. It’s easy to run a Twitter search for a brand’s support account and find out the types of complaints voiced by users. This can discourage potential prospects and provide ammunition for the competition.
Solution: Brands that solve customers’ complaints quickly can turn unhappy users into brand advocates. People appreciate helpful customer service, and will often tweet or post about their experience. By turning a negative into a positive, you can show prospects and the general public how much you care about your customers.
The Bottom Line
Social media customer service accounts can help alleviate clogged call center lines and e-mail inboxes. But brands must have a proper plan to address issues and constantly monitor the social help accounts, or they will find the help lines to be more trouble than they are worth.
Does your brand use a social media customer service account? Leave a comment below to tell us why or why not! And check out our latest ebook, “All-Star Social Media Crisis Response for Brands” to learn more strategies to responding to social media crises.
Tags: crisis management, Customer service, Facebook, twitter
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