Customer service is an essential aspect of any business, particularly ones that operate within the online environment. Unfortunately, some businesses are behind the times when it comes to implementing basic social media rules to better manage customer service inquiries and complaints. There are countless examples of customer service social media “fails”, such as:
- British Airlines’ CS was blasted on Twitter with a promoted Tweet, being seen by over 76,800 users….and it took the company 8 hours to respond, a slow turnaround time for a business that prides itself on being active 24/7.
- Tesco made a poorly timed joke based on horse meat due to a scheduled Tweet.
- Bank of America provided robotic responses to a wide array of comments and Tweets from users.
- Epicurious tried to sell users on eating a bowl of cereal by using the Boston Marathon Bombing as a point of reference (really??)
Effective customer service management on social media channels needs to be authentic, done in real-time, and not insensitive in any shape or form. An infographic provided by Sentiment Metrics provides 10 pertinent lessons that can drastically improve your customer service management on social media platforms. They range from simple advice such as preparing your team to manage spikes and comments 24/7, to intricate lessons such as creating disaster recovery plans and measuring customer sentiment online.
Have you had any interesting experiences with managing customer service on social media platforms? If so, please fee free to share your successes and/or mistakes.