Social Media-Customer Service Mistakes Your Business NEEDS to AVOID

A very short story of how to do Social Media best

Chris Stakutis   978 764 3488     August 2014   CTO

Social Media is a fantastic method for providing great customer support and keeping your customers connected to your company and offerings. There are some pitfalls that must be avoided or it could have an inverse effect on your business.

The allure of Social Media is that it suggests nearly-instant communication and attention. So the utmost first most important element of your social media existence is: Be Present! To the end user, that means nearly instant attention. For example, if I had some sort of issue with, say, Macys, I could tweet “Love @Macys products but recently had an issue with a mattress I purchased” and within a few minutes I’ll be contacted by someone at Macys.

An even more stunning example is what is happening in the medical field which is trying to move to more non-traditional care settings such as your home. There are now very large virtual-doctor organizations that cover most of the 50 states and if you need some care, within 2 minutes, you will have a face-to-face video conference with a real doctor, 7x24. If it took 3 hours to hear back from some virtual “support” agent, you would lose interest, probably be angry and feel unvalued, and seek alternative support. Thus, speed is of the essence.

The second most important element is being completely real, completely human, and non-robotic. The support and contact truly has to be honest and direct. Users that feel like they are “numbered” and talking to Bots will seek alternatives. The tooling exists today for a service agent to represent dozens of communications in parallel and keeping each one personal and important.

To achieve these two critical elements, you need the third one, which is training. You can not merely assume that all your service and media people truly know how to interact and support your business. They need training and it has to be from you -- it has be what your company wants for style and presence and you need to test your people routinely. Similarly, listen to them. They are talking to your customers, your revenue stream, your market viability. They hear things that you might not. They can feel a different level of aggravation or of elatedness from your customers. In turn, you shape your business and offerings and methods of support, including how you use Social Media.

If these three steps are all done correctly, everyone wins.

© 2014 Chris Stakutis is an independent consultant, author, and software creator available to help your business.