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Social Media: The New Customer Service Channel

by Hot Calls Inc. | Aug 13, 2015
More and more companies are seeing an increase in customers seeking out help via a company’s social property. So much so that Facebook is now one of big three customer service channels joining phone and email.

Utilizing social media, especially for companies in the B2C space can be a great way to communicate with your customer, provide information and address customer inquiries.

I myself have used social media to interact with a company.

Not too long ago I was given the wrong sub from a Jimmy Johns. Frustrated with receiving the wrong order and too far to go to return the sub I took to Facebook to complain.

To my amazement they responded, and quickly. Their social media personality, who goes by Jimmy, did not hesitate to ask if it would be all right to send me a private message. Please not:  “Jimmy’s” account is more than likely a team of 10 plus individuals responding to Facebook messages.

In a private message they asked what I had ordered and from which store. I told them. After 5 minutes, probably verifying my claim, they responded by asking for my email address and that next I go to a Jimmy Johns give them a promo code and I would receive a free sub to make-up for it. WOW! I did not imagine my rant on their page to be met with a customer service rep rectifying the situation…and quickly.

With more and more customers taking to social media channels what are the expectations? With phone you can expect to be on hold from anywhere from 5 minutes to (what can feel like) 5 hours. Email, most customers expect a response within 24 hours.

The website Convince and Covert recently ran a poll to find out what customers expectations are when they interact with a companies social media property.

They were shocked to discover that  among those respondents who have ever attempted to contact a brand, product, or company through social media for customer support, 57% expect the same response time at night and on weekends as during normal business hours.”  Furthermore, of that number 24% expected response time within 30 minutes. 

Head of Social Media for Cathay Pacific Airways, Dennis Owen says “The world of social media has dramatically changed over the past few years,”…“No longer is social media just about clever marketing campaigns or gathering as many fans as you can on Facebook.” Customers are using the media channel as a means to have their questions answered, concerns addressed and problems solved.

“It pays to respond quickly,” says Alleli Aspili of Business 2 Community. “Just ask XBox, who’s (sic) said to be the most responsive brand on Twitter.  Their Elite Tweet Fleet operates between 6 AM – 12 AM PT Monday to Friday, and 9 AM – 6 PM on weekends. This might be hard to do if you don’t have the resources to operate in such long hours, but this is why outsourcing customer service is a smart move.

 
At HotCalls we’ve see more than just the need in social media customer service representation—we also see the intrinsic value in using social media to interact with customers.

In the next few months we’ll be rolling out a new social media comprised of expert users in Facebook, Twitter, Pintrest, etc. Please keep posted for more information

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