Customers complain about the lack of response by brands in social networks, which indicates a lack of interest on their part, which degenerates into dissatisfied customers, who avoid re-having any relationship with brands. These dissatisfied clients also publicly convey their frustration, both online and to their closest contacts.
Design a strategy
The first step is to define a strategy, which includes a plan of action, specifying who the stakeholders are, their responsibilities and the functions they are to carry out. To develop the strategy the company has to put itself in the customer’s skin, and question:
- How to detect the incidents and calls of attention by the customers? Monitoring is key to registering brand names; For which we must have effective tools.
- What are the usual problems or doubts that arise? How should we act in these concrete situations? Having a series of resolved scenarios will greatly streamline the management of common complaints. One of the main problems of customer service departments is how long their response is delayed, which is used, in most cases, to find the right answer.
- What tasks correspond to each area of the company? It is necessary to know to whom to ask, in the face of a complicated situation, to be clear who can give an answer, or, where appropriate, to whom to derive the problem.
- What to do once the problem is solved? The management of an incident does not have to end once a solution is offered to the client. It is important to take advantage of this initial approach to create empathy with the client, show concern for your satisfaction with the response offered and then contact him again to make sure everything went well. In this way, the customer’s confidence in the brand is fostered, a necessary step for loyalty.
Train your staff
The recent study by BT and Avaya indicates that 70% of customers in the UK and US Consider that they know more about the product than the agents who are attending to their problem. This generates mistrust and bad image on the part of the company. Therefore, the customer service department must be composed of an internal staff, who knows the operation of the company, as well as its products or services.
On this basis, these representatives of the image of the company facing the customer must have the appropriate training, both on the incident management system, as well as on the customer service strategy and the guidelines to be followed, Depending on the situation that arises. Likewise, its action must be reinforced by a person in charge of each area of the company, whom he can turn to if necessary. The goal should always be to offer an agile and efficient service.
Establish general guidelines for action, as well as a general tone of communication
All the staff of the organization, with its actions, conveys the image of the company; Therefore it is necessary that they think, feel and act under a single criterion, using a single voice. For this reason it is necessary to involve them and make them aware of the importance of their role for the company, so that they feel integrated, so that they act in relation to the company’s policy, its philosophy and mission.
Do you already have your strategy of customer support in social networks? Have you been able to verify its effectiveness?