In this video, learn about the three essential differences between social and conventional customer care, and the new writing skills you need to develop in order to succeed in social.
- Social customer care is really different from conventional customer care, and not just because it's kind of new and sparkly. Conventional customer care, the kind we deliver by phone, email, chat, or text, or good old letters and faxes, is one to one customer care. One customer service agent answers one customer, one conversation at a time, but social customer care is different from conventional in three specific ways. First, social customer care is public.
Let's say a customer tweets your restaurant to complain about her recent takeout order. All of your followers are seeing what a bad experience she had, and all of those followers can see how well you respond to her. Will your company respond to her bad experience with empathy? Will you refund her money? Your answer is public for all to see. Next, social customer is care is shareable. Of course, conventional customer care is shareable in its own way.
Customers can forward the emails or record the phone calls, but that's not how conventional customer care usually works. In social media, if you give an unhelpful response, the customer can share it with their followers with just one click. Finally, your responses to customers in social media must be quick. While most customers understand it can take 24 hours to answer an email, they're not willing to wait very long at all for your responses in social channels.
In general, customers expect to hear from you in about an hour on Twitter, and in three or four hours on Facebook. Social customer service enables you to connect with your customers, build community, and solve problems quickly. Does that sound risky? I hope not. Instead, try considering each of these qualities of social media a great opportunity to serve customers.
- Being responsive by giving quick, complete answers
- Writing professionally and in an on-brand tone
- Knowing when to move a public conversation to a private channel
- Using emoticons and emojis
- Handling trolls and other negative customers
- Knowing when to use templates and when to use free text
- Using hyperlinks and coping with character limits
- Following the rules of grammar and punctuation