Like any relationship, your relationship with customers thrives on active listening. Listening and responding to customers on social platforms at all times can significantly impact your customers' perception of your company, and sometimes keep things from going off the rails. That's where nonstop social customer care comes in.
Here are 3 opportunities that open up for your company when you implement nonstop social customer care:
1. Resolve Customer Problems
Social media is always open and social customer care teams rely on the night-shift to maintain customer service presence.
Questions and issues don’t go away just because the business closed at 5, 7 or 11. Having an ear to the ground at all hours of the day or night is a resource that a business can’t afford to ignore. The ability to recognize problems in real time can mitigate disasters and increase your ability to find a solution.
One scenario that our overnight team encountered revolved around users requesting more water at their local store in social comments accompanied with user-made memes poking fun at the shortage.
A little bit of research in combination with the online chatter led to the discovery of an incoming shortage of water caused by a city sewer system problem. The team quickly notified the client to let them know what to expect in the early morning hours. Unexpected events like this highlight the importance of early detection.
On our team, a sturdy night-shift has proven to be essential for identifying problems and setting a plan in motion to solve them.
2. Simplify Customer Experience
Customer expectations are evolving as social platforms change and become more convenient. Many Twitter users, for example, expect a response from a brand within the hour after reaching out. Customers want to have their issues resolved as quickly and simply as possible.
From the customer's perspective simply reaching out via Twitter or Facebook eliminates much of the annoyance associated with call centers, including sitting on hold, listening to endless 'if you' prompts, and never actually speaking to a customer service representative in person.
Customers don't have to wait until business hours! With social media, they can simply reach out on a channel they already are comfortable using. Social media users are on these platforms, all day, every day. This creates an opportunity to simplify your brand's customer experience.
Customers shouldn’t have to jump through hoops to give feedback or have an issue addressed. Instead, nonstop social customer care from your company provides an avenue of communication that is active whenever and wherever your customers need it.
3. Build Customer Relationships
Social media users prefer online conversations to share experiences and vocalize opinions. Your customers want to have a relationship with you, and those relationships have no downtime. If you are not listening, and responding, your customers will likely assume you don’t care enough to engage with them.
Relationships depend on mutual support and trust. By supporting your customers whenever they need it, they are more likely to remain loyal to your brand. It’s important to make them feel like they can always have someone there that they can approach with their concerns.
Creating strong customer relationship is key to nurturing brand advocates. If your customers feel close to you, they are more likely to spread the love across their own networks! More than 70% of social media users will recommend a brand if that brand makes them feel special online!
It's All About Consistency and Communication
Consistent and helpful communication establishes trust with your customers. Nonstop social customer care is key to identifying and resolving problems in real time, building lasting relationships and simplifying the overall digital experience with your company.
Ultimately, it will open up a direct line of communication that can nurture customer loyalty for the long-term.