- How to Do Social Customer Service That Gets Results: Lessons From HP(SocialTimes, Sept. 21)
Here is the bottom line to having a presence on social media: If you put it out there for customers or non-customers to use for service, don’t ignore them.
It’s not about how many followers you have or can get, but what you offer of value. If you’ve got a customer-service focus in social media, be prepared to respond. If you don’t have the resources to address all the incoming messages, then shut it down by posting an auto reply explaining where people can find you, where you will be responsive, and then be responsive.
Whoever pushed forward the idea that people don’t call toll-free numbers for service is disconnected from reality; toll-free numbers, with live human beings talking to live human beings, are still the predominant way customer-service issues are resolved for many companies.
While many businesses took the plunge into social media, specifically Twitter, many soon found through experience that the 140-character rant is just enough space to communicate rage or love – but not the nuances of real customer service. The smartest went in one of two directions:
Either way, there are success stories, but the common element is people talking to people.
- Pulling off social media and dedicating human resources to live telephone conversation, or
- Dedicating human resources to being on-call with customers on social media.