Since the advent of consumer Internet business started to realize the importance of Customer Service (CS). Jeff Bezos, CEO and founder of one of the most successful online brands Amazon, describes it as:
If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends with one message to a newsgroup. If you make them really happy, they can tell 6,000 people about that.
With the start of Social Media the reach of customers has increased many times more. In 2005, Dell ignored an influencer blogger Jeff Jarvis and didn’t give proper attention to the complaint he had. The angry blogger wrote a post about it which was picked up by main stream media including New York Times as well as started appearing in top search results. That damaged the reputation of Dell to great extent. Then they had to change the way the dealt with customers’ complaints and also had to hire a highly influencer blogger to fix the issues.
Jeff Bezos, CEO of Amazon describes customer service model as follows:
Internally, customer service is a component of customer experience. Customer experience includes having fastest delivery, having it reliable enough so you don’t have to contact anyone. Then you save customer service for those truly unusual situations.
The best Customer Service is to reduce the chances of problems as much as possible. It also means when there is a problem, that needs to be resolved immediately. Customer service is of prime importance because this is where emotionally charged customers interact. In the modern Social Media age, customers want business to provide customer service not only to their website but also through other channels including social ones. Enhanced Customer Experience (CX) is the best customer service.
Companies should take any negative comment proactively and naturalize it, take positive comments and reinforce those. They should Listen to the customers, improve customer service and avoid similar mistakes again. If businesses can listen well, they will be able to anticipate the problems well. Customer service through social media is lot cheaper and mostly ROI is much higher for community based customer service.
Social Media has certainly given businesses cost effective, easy and instant access to large up-to-date customer data so they do not need external help of agencies to get insight into their customers or potential customers. Companies can use this insight to improve products and services and to avoid similar mistakes again and again and hence reduce the chances of complaints to uplift customer experience. Social Media platforms, such as, twitter and YouTube are the new channels of customer service.
Previously customer service has focused too long on problem solving instead of engaging and developing relationships with the customers. Social business is not about problems and solutions, Businesses are wasting incredibly valuable resources in their customers by not empowering them to have a voice or not listening to them when they do; not enabling them to talk to one another; taking too long to solve their problems For most companies, customers are the most under-utilized asset they have, a terrible waste for company and customers alike. Customers are great source of ideas for innovation. Satisfied customers intend to refer businesses to other customers. New customer service is focused on engaging and leveraging customers.
The article is written by one of the leading SEO and Social Media Consultant Specialist who blogs at www.seo-consultant-specialist.com/blog