Just 49 per cent of consumers are happy with the customer service they receive and many of these are willing to voice their dissatisfaction on Facebook.
Research assessing six industries across six countries revealed long waiting times and mistakes being made were two of the greatest customer service bugbears and how consumers are increasingly turning to social media to make their voices heard.
In the UK, 30 per cent of 25-34 year olds who were questioned said they would share their customer service experiences good or bad on Facebook, and this is where having a strong social media policy in place is essential.
The figures were even higher for the US, Russia and Poland, where 48 per cent, 38 per cent and 33 per cent of 25-34 year olds respectively said they would.
Engagement should be at the heart of any content marketing strategy and this includes responding to all comments – positive and negative.
And brands should also be prepared for unexpected or outrageous comments from customers; one in seven consumers said they use emotions like anger and flirting to get their own way.
Effectively using social media for customer service
Any comment posted on social media can not only be seen by yourself and the person in question, but also by their friends and – in the case of Twitter – anyone carrying out a quick search of your brand name.
As the ContentPlus blog outlined earlier this year, there are five top tips to follow when trying to implement a social media customer service strategy.
- Choose your platform wisely – make sure you have a presence where your audience are
- Understand time is of the essence – customers expect a speedy reply on social media
- Own up to any mistakes – rather than making excuses, own up to errors then clearly demonstrate how you're going to fix the problem
- Use what you learn – record complaints and queries from social media then use these to anticipate and solve future problems before they occur
- Be personal – Ensure you inject personality to your brand and make customers aware they're dealing with a person, not a nameless faceless company