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Report: Social Media Strategies Highlight 21st Century Customer Service

By Michelle Amodio
TMCnet Contributor

Brands who do not have a presence on social media are perhaps doing a disservice to their customers; we’re far removed from the days when handling a problem involved a phone call or waiting 48-hours for an email. Today, the customer is socially savvy, and while newer channels have opened up the lines of communications, brands not only have to be where their customers are, they have to do a lot of damage control.

Social media puts brands under scrutiny, but to a wider base. If a customer has a bad experience, they can disseminate that information a lot faster and to a lot more people because of the Internet. With the far-casting nets of social media, brands now more than ever need to have strategies in place to not only interact with those who have positive experiences, but quell the angry customers whose experiences can do a lot of damage under the watch of many.

The travel industry has some interesting statistics when it comes to social interactions. According to the report, “Social Media Customer Service Strategies for Travel Brands 2015,” airlines received more than 357,000 questions via Twitter and almost 85,000 questions via Facebook (News - Alert) in Q2 of 2015 (via Socialbakers). It makes sense; customers on the go have their mobile devices on the ready to update in real time their experiences. Delayed flights, lost luggage woes, or subpar service can be sent out to followers with the push of a button.

Brands are tasked with not only being present for their modern customers, but to also protect their efforts as a business. The bottom line is this: your response to angry customers will say more about your business than the positive reviews you receive. Regardless of who is right or wrong, resolve any and all issues in a way that makes the customer whole.

If it was a delayed flight, upgrade their seat on the next one. If it was a product, offer to take it back with no questions asked. Whatever price you have to pay, it’s a way to show potential customers that your business values people, no matter the medium in which they contact you.

Whether you’re company has a social media account or not, people can still talk about you. It is better that you provide an environment where you’re aware of their complaints and can properly handle the situation, rather than stick your head in the sand and hope the problem goes away.

Be where the customers are and have a strategy in place. We live in a world where everybody has a voice. Your customers can talk, take pictures, interact with others, and creative positive or negative buzz about their experiences. Make it work for you, not against you.