By Maggie Schneider Huston-Oracle on Sep 30, 2015
Last week, we discussed how to succeed in social customer service. Now let’s talk about how you can screw it up.
1. Take Your Time: Social media moves quickly. The numbers vary, but research shows that customers expect a response within an hour, usually. If you want to screw up, take your time!
What’s a reasonable response time? As soon as possible. From the customer’s point of view, the clock starts ticking as soon as they hit “send,” even if it’s a weekend at 10pm. This is why it’s fundamentally important to structure your social customer service team correctly. If you have only one person dedicated to social media, as many companies do, then you’re going to have some slow responses. If you have a whole team dedicated to social media, you can respond more quickly and thus, increase customer satisfaction.
You can be mindful and expedient at the same time.
2. Ignore Complaints: That’s the whole purpose of this, right- customer service? You’re supposed to be helping your customers. Every problem deserves a response, even if the response is negative. By saying, “Unfortunately, we don’t have that function right now” or “I’m sorry, but we’re out of your size,” you are telling your customers that you’re listening to them and you care about their needs. That goes a long way towards building brand loyalty and repeated sales. Read how Southwest Airlines uses Oracle’s Social Relationship Management (SRM tool) to respond to complaints here. Integrated systems that seamlessly connect social teams and customer service teams are best to meet these rising consumer expectations.
3. Speak In A Formal Tone: Your customers are smart. They know when a customer service representative is reading from a script. It’s a turn-off. They want to know that they’re connecting with a human, not a robot. That’s what makes social media such an incredible tool to begin with - humans across the globe can reach other humans with the push of a few keys. Don’t mess it up by speaking in "corporate speak." No one likes that.
There’s a delicate balance between formal and colloquial. Strive to be casual, yet professional. “OMG, check out our latest feature!” is too informal. “For the latest advancements in our product, click here!” is too automated. “We’re thrilled to announce our latest feature: flying hover boards!” is best. It’s human, but professional.
For more on how to deliver excellent customer service on social media, check out our interview with Jay Baer.