Customer service is becoming social, according to a new guide, How to use social media to revolutionise your customer service', from specialist social media agency, Yomego.
The guide is free to download below.
Many brands now use social media as part of a customer engagement strategy: to listen and respond to feedback.
Steve Richards, MD of Yomego and author of the guide, argues that the smart brands are creating customer communities as part of a customer service strategy as well as their marketing strategy.
The guide gives examples of ways brands can use customer communities:
• To provide a way for customers to ‘self serve’ (find answers to common problems) or help each other, taking a burden off the customer service team (if a question can’t be answered straight away, a live chat function accessible from the site, or a ‘direct message’ function means the customer gets their problem resolved straight away • To see what’s proving popular (and, of course, what’s not)
• To communicate a single message to multiple customers (a service upgrade, for example) • To listen in on discussions about products and services and get valuable feedback
• To involve customers in product development (Richards cites Asda’s ‘Your Asda’ community initiatives and Starbucks’ My Starbucks Idea)
• To create a culture of openness that customers reward with loyalty (but be ready to deal with criticism, too).
Richards gives advice to brands considering a customer community, under the following areas:
• Creating an easy-to-use and well designed site • Resourcing a community • Taking on board (and not censoring) negative comments
• Listening and responding quickly
• Rewarding valuable contributors
• How to react when you get it wrong
• Being prepared for the long haul
• Using the community in conjunction with other services
• Integrating it to other social media tools
• Tracking the impact of the community on your brand reputation
• Personalising responses
• Tools to consider on the site (such as chat/DM functions, FAQs, forums and incentive schemes)
Richards says: “Customers are already talking about your brand, but before social media, you couldn’t hear them. Now, customers are talking on social media about your brand. It makes sense for to create a social media strategy that addresses customer service issues head on.”
Download the paper by clicking ther link below.
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