Today I came across this great article on AllFacebook.com on how social media is becoming more and more entwined with guest relations and customer service.
I see this on a daily basis with the brands I manage. One quote stood out to me because I have actually said the same thing when I give presentations on social media:
“Your brand is no longer controlled by you: it’s controlled by the conversations your customers are having around you.”
The reason for this is because people just want to be heard and before, they had to write a letter or talk privately to the manager or call the company. Then came email but that was still private. Not satisfied partly due to probable lack of response to their complaint, customers are now taking their complaints public to Twitter and Facebook and lo and behold, we are listening. Or at least we should be as B2B and B2C brands. Is your company listening?
More importantly, are you responding? Various recent studies show that companies are NOT responding at rates of 90% or higher to Facebook posts customers are leaving on brand pages. How many of these are complaints that are being ignored?
I will write a longer post on how social media and customer service go hand in hand in the near future. In the meantime, I will leave you with this thought: the response can be more important than the actual issue so seize the opportunity!