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If we get bad customer service online, we vote with our feet. We stop doing business with the company in question, or take action against it. We call it out on Facebook, Twitter and (in the famous case of United Airlines) we notoriously write songs about it.
Although most brands use social media to market themselves, relatively few provide really excellent customer service.
Here are my top five tips for getting customer service right on Facebook...
There’s a great infographic here about the steps we take when we’ve had bad customer service, and how brands can counter those steps. (And you can’t beat a good infographic.)
And yet, while just about every brand now uses social media to market themselves, relatively few provide really excellent customer service on social channels.
In the US, AT&T is being held up by Facebook as a case study on how to use the social network for customer service. An important part of this is the dialogue that Facebook facilitates. AT&T has created a customer care app on Facebook, and has invested in monitoring what people are saying.
ASOS has a dedicated customer service channel on Facebook (ASOS Here to Help) which is used to respond to issues quickly and take customer service discussions off the main Facebook page.
BT and Dell, of course, have support community on Facebook that allows customers to self-serve and ask the community for support, as well as contact the brand direct. Presumably this relieves pressure on contact centres.
Five tips for getting customer service right on Facebook:
- Listen to what people are saying about you on Facebook and other social channels. It’ll help you spot issues and resolve them; and it’ll tell you what your customers love and hate (which can inform product development).
- Create a dedicated Facebook app or tab to deal with customer service issues. It’ll stop your main page getting clogged up with complaints and issues.
If you’re going to do customer service on Facebook, do customer
service on Facebook. Don’t create a ‘Talk to us! We’d love to hear your
experiences!’ page and then leave comments there to rot.
Resource it properly, with people who are authorised to take action. I’m amazed by the number of brands who still staff their Facebook pages with interns.
Don’t be afraid to let customers talk to each other. Sometimes
they’ll be able (and willing) to help each other out.
But check they’re telling each other the right things and recognise and acknowledge the efforts of useful contributors
Respond quickly and appropriately. There’s nothing like posting
identical corporate responses to everyone who comments on your wall to
get the community into a spin.
Apologise if you’ve got something wrong, and put it right.
I’d be really interested to hear good (and bad) experiences that Econsultancy readers have had with brands on Facebook...