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Tagged: custserv

8 Do’s and Don’ts for Engaging with Customers on Social Media

August 2, 2016

Customer service via social media has been a growing trend as more and more businesses realize the power of these platforms. But conducting yourself as a business on social media is far from self-explanatory. Here, we review eight tips for engaging with your customers on social media. 

If you’re a business with a social media presence, you want and expect customers to engage with you online. Nearly three-fourths of the U.S. population had a social media profile in 2015, and that number is expected to grow. Figures like that are telling; social media presents a significant opportunity for interacting with your customers. You can gain meaningful information when they react to what you publish. But, whether you intended it or not, customers also often treat social media profiles as alternative customer service channels.

The twist is, unlike phone calls or visits to your location, customer service interactions on social media can be very public — all eyes are watching. And because certain industries like finance are highly regulated, addressing these comments publicly can be challenging.

Following these do’s and don’ts for using social media to resolve customer inquiries will help you provide excellent social care while building a stronger commitment to your brand.

Infographic Engaging with Customers on Social Media

DO Employ These Strategies When Using Social Media to Resolve Customer Inquiries
  • Do go where your customers are on social media. For many organizations, the heaviest hitters are Facebook and Twitter. But sites like Instagram, Pinterest, and LinkedIn rank higher for certain industries. Make sure you’re concentrating your efforts on the right channel so your engagements are mutually beneficial for you and your customer.
  • Do have a social media policy and ensure the right employees are trained on it. Your policy should outline how your organization will interact over social media, and what employees can and cannot post. Ensure your legal or compliance department weighs in so the policy meets the necessary industry regulations.
  • Do regularly review engagement analytics. Pay close attention to how people respond to your content via comments, shares, and video watch time. Study what’s working well, and what’s not. Understand the issues being raised and use that information to help you identify priorities, plan staffing accordingly, and arrange appropriate resources.
  • Do maintain the same high standards of customer care on social media that you do on other customer service channels. Respond quickly (studies show many social media users expect a response the same day) and clearly. Avoid ambiguous answers. Once a problem is resolved, thank the customer for reaching out.
DON’T Run Into These Social Media Customer Service Pitfalls
  • Don’t run afoul of regulations. Certain industries like banking, where customer accounts contain highly sensitive information, have strict rules for how they communicate with customers online and how information is transmitted when operating digitally.
  • Don’t neglect comments. This leads to high rates of user dissatisfaction. A study by Conversocial showed that 88% of respondents would be less likely to buy from a brand whose social media site contained unanswered customer complaints.
  • Don’t be inconsistent. Ensure your customer addressing you online receives the same resolution for the same question as the customer calling over the phone.
  • Don’t let issues linger too long. If a posted comment leads to a lot of back-and-forth or requires that personal data be shared, take it offline onto another channel, whether that be direct message, live chat, email, or a phone call. The ultimate goal for both you and the customer is a resolution.

Managing social media customer inquiries successfully requires teamwork across a number of disciplines, including marketing, compliance, IT, and customer service. According to Bain & Company, “customers who engage with companies over social media spend 20% to 40% more money with those companies than other customers.” When you consider those figures, it pays to create a cohesive plan for managing your social media comments.


RELATED: How Loyal Are Your Customers?

Customers who engage with companies over social media, reports Bain & Company, “demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter Score℠, a common measure of customer loyalty.” Read 4 Things a Net Promoter Score Can Do for Your Business.

Do You Hear What I Hear? Skillful Listening Tips

December 22, 2015

listening skills

Effective communication cannot happen without attentive listening, making listening skills one of the most important fundamental components of customer service.

Customers today have more ways than ever to voice their wants, needs, and opinions to the companies they patronize, as well as to their fellow patrons. Customer service has expanded from sales floors and call centers to the digital cloud and social media spaces. Voice of the Customer tools like satisfaction surveys and comment cards also provide an outlet for customers to express whether their need for service is being met.

Across all of these platforms, no matter which one(s) a customer decides to use, their essential need to feel listened to remains the same. If they don’t feel listened to, they’re only a click away from Twitter, Yelp, and other public forums where they can make sure their voices are heard, and not always with the most flattering language.

Listening doesn’t just happen automatically. It requires active effort and attention. That’s what differentiates it from simply hearing. Fortunately, it’s a skill that can be trained, learned, practiced, and strengthened.

Tips for Becoming a More Skillful Listener

These basic tips apply to all customer service channels and deserve heavy emphasis in your employee training process.

Make a conscious decision to listen. Active listening is a choice, one that needs to happen at the beginning of every customer interaction. The minute you go on “auto-pilot,” communication suffers.

Let go of your own personal agenda. Focus your attention by clearing away all distractions or preconceived notions. If you’re not fully present, you open yourself up to miss key parts of the customer’s message.

Be curious. Try to see the issue, topic, or question at hand from the other person’s point of view. Ask questions that give the customer the opportunity to thoroughly explain or describe what it is they’re trying to convey.

Listen with your eyes. Look at the customer when they’re speaking, not at a computer screen, other people in the room, or your watch. Pay attention to all the visual clues that accompany a customer’s words, like body language and facial expressions. In text-based communication like email, italic and bold fonts and ALL CAPS serve a similar purpose (but can be more easily misconstrued, so use your judgement).

Be patient. Some people take longer to find the right words, to make a point, or to clarify an issue. Sometimes the impulse to “help” and finish their sentences or guess what they’re driving at can come across as a sign that you’re not actually listening to them, just trying to rush through the conversation.

Listen with respect. Listen to understand, not to judge. This means not just maintaining the right internal attitude, but paying attention to your own body language and nonverbal cues, watching out for things like eye-rolling, smirking or laughing at inappropriate moments, or fidgeting.   

Maintain calm and manage your own emotions/reactions. You cannot listen if you are defensive or angry, or if you’re preoccupied by something going on in your personal life. Remember, this isn’t about you or your personal agenda, it’s about the customer. If you can’t put them first, you might be in the wrong job.  

Listen for the whole message. Make sure you understand the entire message before you attempt to respond. If anything is unclear, try repeating the message back to the customer to make sure you understood them properly and are on the same page.

CSP is listening, too! If you have questions about customer service skills, or a story of really effective (or hilariously awful) listening experiences, leave a comment or Tweet us at @CSProfiles.

This post is adapted from an article in STARS, our exclusive library of customer experience management resources. CSP clients can download training material, exercises, and articles written around specific customer experience dilemmas and solutions from STARS. Learn more.