Social networks: Powerful tools to improve customer service

Given the current great competitiveness, service customers are more important than ever and the reputation of a company has never been so vulnerable. Social networks like Twitter, LinkedIn or Facebook have leveled the playing field allowing companies of all sizes to interact with customers in a direct way.

Consumers in turn have never been more powerful or influential, having the potential of virality in their favor. The quick response can often end the negative comments and expand the positive ones and the proof is: more than 58% of the users who have commented in a social network something negative about a company, never received a response from them.

Now companies, in addition to the phone call, have at their disposal to launch a tweet or send a message on Facebook, deepen the criticism, see who wrote it and respond accordingly. Of course, we do not expect social media to change the customer service department, but its adaptation to achieve greater customer satisfaction.

The most common problems that are received in that department have a high probability of falling into one of these three categories:

• Product problems: customers have some difficulty with a product or service
• Suggestions for improvements in the product or service that customers would like to see in the future
• Better ways to market, sell, support or communicate with customers

We must be prepared to respond quickly and cordially. If a customer has a serious problem and no quick solution, it is most likely that they start the conversation by leaving us an email. There we must act, making it clear to the client that he is important to us and that we are doing everything possible to clarify his doubts or correct if we have done something wrong.

Our main objective is to turn a bad experience into a good one. Once the problem is solved, the positive comments will arrive but also, it is advisable to make a brief follow-up with a quick personal message, which will encourage the client even more and will praise our capacity for response and concern.

The success of these efforts can be measured by defining metrics that reflect our overall strategy, that is, cost savings, improvement of services, etc. Ideally, start with the following parameters:

• Average response time
• Complaints: is the number increasing?
• Praises: is the number increasing?
• Fast resolution: if we have been able to eliminate calls to customer service

Review the progress of our customer service strategy and make the necessary adjustments as soon as possible. Carrying out an online survey through social channels, asking how others see our company on this point, can be of great help. The resolution of these problems in real time through social media, shows our dedication and transparency towards our customers.