Many a times brand get on to social media, just because it’s the trend, all the other brands have, and your customers expect to see you there. However, how many brands are actually open to listening to their customers. Reports say, 31% of customers will take to social media to vent about poor customer service.
Customers react very passionately to brands they like, however, brands normally do not respond back to customers and acknowledge their efforts. Brands, in today’s age and time, need to be a lot more receptive to their customers. Acknowledge their comments and suggestions as a starter. Social Media plays an instrumental role in bringing the customer and the brand closer. Brands should not only be present on social media to hard sell their products, but respond. Brands need to learn to be a lot more human in their approach.
When McCollins Media has taken over the Roads and Transport Authority, Dubai, Social Media Account, i vividly remember the sentiment analysis of the brand made a gradual shift because of the way we swiftly replied on twitter. People started resorting to Twitter to have their queries answered. We had an issue which has to be resolved, and we got the higher authority to actually call the customer and solve the problem for him. That got us a lot of positive sentiment. I very much believe if the senior management would take customer suggestions and comments seriously, and as and when appropriate, get in touch with the customer to let them know they were heard, one positive experience, would create so many more brand advocates. So before you get into the social media bandwagon, make sure you outline how transparent can you be with your customer, how will you manage customer service via digital channels. For a brand to get the initial positive momentum, make sure you make a record of the positive customer service case studies.