Social media has become an extension of customer service for most businesses and customers. For business owners, it’s a communication channel that helps them create a faster, easier, and economical way of communicating with customers.
Customers are more comfortable venting their frustrations about certain products or services on social media sites, as well as sharing experiences or simply talking about it among their social circles who could relate with similar experiences or situations. People could be talking about your brand, products or services on Facebook, Twitter, YouTube and other social networking sites, and you would definitely want to be part of that conversation.
Customer service plays a significant role in any business, whether big or small, to generate customers and return-on-investments. It can convert or divert a customer, depending on the kind of experience and impression you leave them with. A satisfied customer converts into a buyer, and in the long run, becomes an advocate of your brand, product or services.
What is customer advocacy?
Customer advocacy is considered the nirvana of social media and one of the greatest marketing assets any business could have. Customers, who shout about your brand, share their positive opinions and experiences with their networks are considered your advocates. They increase your word-of-mouth presence and protect your brand, products or services from any negative comments or opinions – which is proven way more effective than doing it yourself.
It takes a lot of hard work to form a community of advocates, especially when most of your greatest community relationships are built organically. But it all starts with good customer service. In building trust and relationship with your customers - the long-term kind, something personal that flourishes and gives amazing returns.
Converting your customers into advocates depends on the relationship you build with and around them. Here are some tips to help you promote customer advocacy that will bring success to your business on any social media platforms you choose to put it:
1. Focus On Individual Customer Needs
Building a personal relationship with your customers gives them some sense of belongingness. It makes them feel they are part of a community that shares the same interest and needs. Addressing them by their first names when you respond to their messages or comments is one way of doing it, and sending them personal messages instead of generic is another. If you can go as far as creating customer segments and profiles using their public data, then better. But that would be time-consuming as they grow in number.
2. Observe Customer Service Etiquette
It’s inevitable not to get emotional especially with irate customers. But the good thing about talking to customers through social media is – unlike telephones, they can’t hear you. They wouldn’t hear you raising your voice or trembling or your long pauses. They have lesser means of gauging how you feel - that is an advantage. Being calm and professional all the time gives the customers a good perception about your brand or product, and however irate they may be, a sincere, honest, and polite message is always expected from you. Here are some general rules on customer service etiquette:
Ø Be empathetic
Unlike sympathy where you simply provide comfort and assurance to your customers, empathy is putting yourself in their shoes and making them feel you understand them in a deeper level. It’s more personal and that’s exactly where advocacy starts to grow.
Ø Respond to your customers as quick as possible
If you ask me how long is the ideal length of time you can reply to a customer, I’d say, as soon as you read them or as soon as you get the chance to attend to that customer. Never ignore complaints and negative opinions. It’s like sending them a message that they don’t matter or that their negative opinions are true. That completely destroys the trust your customers have for your company. And if that shouldn’t be ignored, so should positive feedbacks and comments. A simple ‘Like’, “Plus 1,” or ‘Retweet,’ sometimes is enough to make them feel they’re recognized and cared for.
Ø Use Honesty
Honesty builds trust and loyalty. It could be tempting sometimes to make unfounded claims, exaggerating facts, or promises you can’t keep - to satisfy and convert a customer. But once they find out about it, they’re lost forever. The trust is destroyed, so is your reputation.
Ø Use Positive Words And Language
Your message may not contain good news, but positive words and language could be uplifting and encouraging to your customers. Choose the right words and express yourself in the most positive way you can, regardless of its negative context. The language you choose to your customers helps determine how valuable their feelings are for you.
Ø Go the extra-mile to serve customers
Building a good relationship with your customers requires extra efforts from your end. Make them feel special and valuable by giving them more than what you can offer and beyond what you cannot. They may need something your business doesn’t have, so you can extend your service by giving suggestions and recommendations.
3. Manage Your Online Reputation
Not all comments, suggestions, and complaints are sent through direct message or on the comment boxes of your Page. As mentioned earlier, most customers would simply talk about your brands or products among their networks, behind your back, somewhere you can’t see if you don’t look further. But there are many tools available online, for free, that will help your business with online reputation monitoring or management. Social mention, Google Alerts, Tweet Alarm, and Topsy, are some of the tools you could use for ORM. It’s best you update yourself daily so you can quickly fix possible problems while they’re fresh.
4. Carefully choose messages and comments that are worth responding to
Not all messages and mentions on social networking sites are worth answering, especially comments that are unfounded and unsupported. Carefully choose the ones that are constructive and the one’s you think will benefit both your product and your loyal customers.
