I read an interesting blog post last week about the use of Twitter (and other social media) for customer service. The post conveyed an often thought yet frequently unspoken notion that many see social media just as a duplication of existing customer service with little incremental benefit. Many still see it as a necessary evil that has to be addressed because, otherwise, customer complaints may be deemed to be ignored.
But I believe that this is a very short-sighted view and, although we may still not fully understand the potential of social media, it is essential to think about how to best incorporate it into the overall customer service experience. When considering how it can enhance current capabilities then there are a variety of dimensions to examine to see the relevance for your company and you customers. Here are a few that immediately come to mind:
- Reach
Why tell one person when you can talk to thousands? This is applicable for the customer as well as for the company. Social media provides a forum in which a complaint or a complement is seen by many and not just by a customer service agent on the other end of a phone call. Similarly a response to a social media comment can address a question in the minds of many and not just answer the question for an individual. - Speed
People have an expectation of rapid response when using social media. If you are considering integrating social media into your customer service plans then think about how you will address the requirement for quick turnaround of question/response. - Insight
Is a social media comment or question a one-off event or the tip of the iceberg? Is it indicative of the thinking of a great majority who have not taken the time to contact you? I suggest that when analyzing the topics raised via social media then also consider the questions raised via other communication channels. There may be a wealth of information available by examining the questions and comments received through each channel e.g. channel preferences at the individual or segment level, prospective customers may be asking questions via social media. Of course, this presupposes that you have the capability to consolidate the information and do the analysis. Click here for details of analytics.
Overall, I believe that usage social media is still immature but it is here and here to stay. Anyone positioning it as duplicating customer service channels that are already in place is missing a great opportunity and it will come back to haunt them.
(Wilson Haddow is Solutions Marketing Director, KANA)
