Your customer service strategy needs to include more than a policy that “the customer is always right.” Instead of being reactive, your CRM (customer relationship management) strategy should be proactive, which includes constantly creating new ways to make customer relationship interactions more personal.
One way to personalize interactions is to base them on how your customers want to communicate with your business—and for many consumers today, that’s social media.
A study by J.D. Power and Associates found that 43 percent of branded social media engagement by consumers ages 18 to 29 was customer service-related, as opposed to the 23 percent that was marketing-related.
When customers have customer service questions or issues, surveys show what they want most is a quick resolution to their issues, and to get that, 40 percent believe social media is the best way to reach out.
Integration of CRM and Social Media
Here’s how to make sure you’re on top of your CRM/social media strategy:
1. As part of your CRM, you should be keeping track of which social media platform (or platforms) your customers primarily use and interact on. If one stands out above the rest, make sure your customers know that platform is the best way to reach you for a quick answer to a question or solution to a problem.
2. If you’re not getting back to customers in a timely fashion (preferably within 24 hours) you may need to outsource your social media or assign someone on your team to be in charge. Don’t let questions hang there in cyberspace, or consumers will think you’re ignoring them.
3. Look for the easy questions first. If someone’s issue is more complicated, refer them to an email or phone number where they can get a more detailed, personalized answer.
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