As the holiday season approaches, retailers need to be even more attuned to their customers’ needs and concerns. Social media has become one of the most important channels for reaching customers and enhancing their brand experience, so Falcon Social have undertaken a research-based analysis of online behavioral trends in the retail industry in order to compile a best practices guide.
They hope that you will find it useful in terms of enabling you to leverage the power of social media to engage with customers. For retailers, establishing a presence on social networking sites automatically creates a customer service channel. Customers will turn to social media’s immediate, public-view potential for a solution.
In the retail industry, it is crucial to include customer service in a social media strategy and to clearly identify processes and required resources. Having this in place will allow you to focus on content and engagement – and channel customer service appropriately.
Traditional retail Customer Service departments are not ideally set up to handle social customer service. Getting the customer’s issue from a social site to someone who can resolve the issue can be clunky and result in a negative experience – for both sides. In order
to deliver social customer service effectively, companies often need to shift in culture, mindset, technology and in terms of internal workflow.
Customers do not like going from one channel to another with a complaint. If they complain to you on Twitter, they don’t want to get an email address to write to. At all costs, avoid making your customers repeat themselves.
Social customer service requires a response that’s as fast as possible. If you enjoy the immediacy and the reach of sending out social content, you should be ready for what comes back from the other end of the tunnel!
However, as suggested by Diagram 1 in the PDF file, the study discovered that only 62% of companies respond to queries within 0-3 hours, while 38% of companies took more than 4 hours to reply to Facebook users. By taking more than 3 hours to respond, companies are leaving customers unhappy and dissatisfied.
Social customer service is a significant contributing factor to your brand equity. With social customer service, the customer’s experience is open and visible for all to see. Having a strategy in place will ensure your continued ability to represent your brand in the best light.
Read a whole lot more by downloading this full PDF titled, “HOW TO MAKE THE MOST OF SOCIAL MEDIA THIS HOLIDAY SEASON.” This is a very good read and we would like to thank Falcon Social.
Social media is a fundamental platform to handle customer service inquiries, especially in the retail industry. This handbook outlines both best practices for social customer service, as well as strategic community management. The PDF file also reports social media team’s operating hours, weekend engagement, update frequency, identity of respondent, where customers complaints come from, and so much more.