Customer service challenges essential for social media marketing
Serving customers well, with excellence, is one of the most demanding challenges of any contemporary company, and is also their greatest source of opportunities, especially with the rise of social networks. The quality of care that the companies give the client reveals their true management orientation and the values of their organizational culture.
- Attention is not the same as serviceAtender is not equal to attend well
- Attention is the way you give service to work
- Attention is the human component of the service
- Attention impacts customers more than service
If you are clear about these principles, you will be easier to understand the challenges that any company has to offer better customer service through social networks.
These are 5 of the challenges that I consider to be most important:
Challenge 1: Be a person and socialize, with a willingness to dialogue with people about issues that go beyond the company.
Many managers find it difficult to understand this concept because they do not see a clear relationship with their business.
Being a person is not a common approach in the commercial world, especially because of the formal pressures implicit in financial goals.
A company is person when it treats each customer as an individual and not as one more of the pile, which is what most makes with their offers.
To interact properly in social networks, companies must be less self-centered and more flexible.
Challenge 2: Transmit feelings, in an authentic way, through virtual means, where people fundamentally form an image of you for what you write.
In communicating emotions, human beings value the messages we perceive like this: 7% to the verbal; and 93% to non-verbal (38% vocal and 55% corporal, with an emphasis on the facial).
Therefore, written communication of feelings is much more complex and ambiguous than face-to-face or telephone communication.
That is, there are many risks that written messages that involute emotions are misinterpreted.
In this sense, it is advisable to avoid discussions and clarifications in writing: they generate a lot of rework. And the written ironies are also often misunderstood.
Challenge 3: To listen empathically, humbly and without prejudice, to seek to understand clients, their real needs and concerns, and learn from them.
If, on average, people only understand and remember 20% of what they hear, how much do companies actually listen to their customers?
Listening with real empathy challenges the maturity, patience, humility and authenticity of both companies and people.
There are companies so deaf, they hire market research to tell you what customers already tell you, daily, in their various channels of interaction.
Companies that listen best develop the habit of asking their clients, all the time, about their performance. They also have the ability to act immediately with the suggestions and comments they receive.
Challenge 4: Co-manage with clients, taking advantage of their questions, suggestions or complaints.
Social networks test the managerial will to make improvements or changes in products or services. Customers always offer you valuable information in this regard.
For many companies, it is a great opportunity to save on operations and market research, by having clients report on various aspects of the business that can be improved.
To improve the attention, co-creating with the 2.0 clients, it is necessary to give them protagonism and to develop the humility necessary to ask without prejudices.
Among the daily values of your organization is asking for help publicly? Look at the amount of ideas customers have given Starbucks free of charge.
Challenge 5: Professional management of errors and complaints.
This is one of the 5 most important expectations that customers have when faced with a service company.
Customers do not expect mistakes. They know that humans do them. His biggest concern is about the company’s reaction when he makes a mistake or faces a legitimate complaint.
Does the company have a real disposition to recognize and correct their mistakes? … Do your company “pelotean” customers from one department to another without attending to their requests? … How far do companies actually follow up on them? relevant customer complaints?
Companies can simply act reactively when there are crises or “fires.” But they can also decide to act proactively with the comments that customers give them.
When they have a culture of care and customer service, companies innovate much more and more quickly thanks to complaints and mistakes, because they have enormous strategic value.
What other customer service challenges do you think companies have in front of social networks?