Online self-service includes customer communities and other websites where customers can access resources to help themselves. Many customers prefer this method, and go here first before contacting your company via other channels. In this video customer service expert Jeff Toister will help you determine how self-service options form an important part of any company's social media customer service strategy.
- Internet self-service is one of the fastest growing customer service channels. It's a way for customers to go online, usually to a company's website and solve a problem on their own. In this video, we're going to explore the value of self-service and learn why it can be essential to serving customers via social media. Let's start with a definition. TechTarget has this helpful one: "Web self-service is a type of electronic support "that allows customers and employees "to access information "and perform routine tasks over the Internet, "without requiring any interaction " from a representative of an enterprise." Examples include FAQs, Knowledge bases, Account Management tools, Online tutorials, and even Customer communities.
Let's say I wanted to get my certificate of completion for the Managing Diversity course by Katherine Matisse. I could call customer service or send an email or I could just access my account and quickly take care of it myself. Self-service websites intersect with social media in two ways. First, some sites such as customer communities can be social media themselves. Customers can create profiles and interact with each other. For example, here's Apple's support community.
Customers can ask questions about Apple's products and other customers try to answer. Self-service can also be essential to serving customers via social media. This tweet from Starbucks suggests a way for a customer to receive faster service. The link directs the customer to a self-service site that provides an in depth explanation of how it works. This makes it much easier to explain something quickly via social media, but also give additional support to the customer and any other customer who's listening in.
Take a moment to think about how self-service benefits your customers. Here are a few examples: many customers prefer using self-service over having to contact someone, explain their issue and wait for that person to assist them. It's also the first place many customers go for service. One study by Microsoft found that 57 percent of customers go to self-service first when they're trying to solve a problem. Self-service also decreases wait time for other channels, since fewer customers have to call, email, chat, text or tweet, employees serving those channels are better able to keep up with demand.
Social media service also gets better when paired with self-service. You can respond to a customer's question by sharing a link to additional information. And finally, self-service prevents repeat contacts. By showing customers how to help themselves, they won't need to contact you the next time they encounter the issue. So, self-service is a crucial part of a social media customer care strategy. The two go hand-in-hand in helping customers easily solve their issue and educating other customers on issue prevention.
- Identifying key social media platforms
- Communicating with customers in your brand's voice
- Listening and responding to customers on social media
- Listening to customer feedback on review sites
- Making self-service easy for customers