It wasn’t that long ago, before the advent of social media that if you had an issue that needed to be rectified with a store or business you either phoned their customer help department or wrote them a letter.
The truth about your customer care department
- Your social media customer care team should be listening what is being said about your brand online. It may be the case that you are automating your posts and broadcasting, but you should never neglect your profiles because there is a risk that negative remarks could be made and be shared within hours. There are many online monitoring tools and simple notifications that can be set up through email so you can keep track of activity.
- Your social media team should have plan of how to deal with problems. They may be creating your marketing content, but also need to know how to handle a crisis.
- When an issue has to be dealt with a decision has to be made, whether it should be handled privately (via traditional channels) or, whether to consider going public where you can demonstrate that you listen & care about your customers and can create a positive outcome for your brand. As to whether you ‘delete or not delete’ the comment, It is considered poor form to bury bad press as this can lead to complaints going onto other social platforms and making the problem worse. Proving you can handle these situations and adding value for the customer is even more important than just creating informative and engaging marketing content.
- Review your business and see what the common issues are. Measure your customer satisfaction ratings and if there is a problem. Fix it!
Social media isn’t just about marketing
As social media continues to grow, it is really important for businesses to accept the fact that consumers will turn to online channels to either complain about service issues and in many cases praise you. It’s very easy for your customers to go elsewhere if you fail here, so unless you get this point of your customer journey right whatever you achieve with your social media marketing can be damaged by your lack of care.