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Tag Archive for social media customer feedback

How would you Rate your Social Media Customer Service?

Customer Service and Social Media

Why is it that negative comments on social media always generate more interest than positive ones? You know what they say, misery loves company! It is imperative for businesses to have a plan in place to respond to complaints in the right way and via the right channel. Social media has become a customer service venue for your customers.

Customers are flocking to the platforms where they know they’ll be heard and, more importantly, where they know they’ll get a response. This is why Twitter has become a prime avenue for customer interaction with companies. According to research most customers consider three things: where the brand is active, where the customer thinks he will get the best response and how important response time is.

So let’s make a game plan for responding to irate customers.

 

 

1) Not responding is not an option

Edison Research and Jay Baer, author of “Hug Your Haters”, conducted a study about the responsiveness consumers expect from businesses. During their research, they discovered that customers get a response on social platforms about 50 percent of the time, which means companies are doing themselves — and their customers — a disservice. According to their findings, failing to respond on social media can trigger a 43% decrease in customer advocacy; a reply, however, can give you a 20% bump.

2) Find instances where your company is mentioned

Many companies believe that Twitter has become the primary sounding board, but in actuality 71% of all complaints on social media are actually posted on Facebook. Only 3% of tweets about customer service issues call out the company’s so to find all your mentions, employ a social media listening software, and always set up Google Alerts for your company.

3) Empathy is key

You can’t change what happened to upset your customer, but you can control over what happens next. Adopt the BEET strategy: Be Empathetic Every Time.

 

 

Follow this example by Wink Frozen Desserts:

 

A customer bashed Wink’s vegan, dairy-free, gluten-free frozen desserts on Facebook so CMO Jordan Pierson replied with a sincere apology and offered a refund. “While we hope that everyone will love and enjoy Wink as much as we do, we realize that not everyone will. If we can help, please send us an email to info@winkfrozendesserts.com. Thanks for giving Wink a try!” His response put a positive spin on the product with empathy that makes you feel great about the brand.

4) Only reply twice

The rule is to never reply to a customer more than twice in a public forum. Further conversation should take place behind the scenes. First, apologize and show empathy to the first complaint. Second, if the customer complains again, apologize again and offer to discuss the issue in private. Your goal isn’t to satisfy the unhappy customer; it’s to go on record so your whole audience can see you care.

If you answered the headline with a yes – give yourself a major pat on the back. You are out there setting the standard for others to follow (And please, get in touch so we can get you signed on for a guest blog spot). If you answered “no, our social customer care is most definitely not kicking ass” – don’t worry, you’ve come to the right place. We’ve curated five thought-provoking blogs that will help you get on the path to best-in-class social customer care. Whether you’re working with an outsourced strategic partner or whether you are operating with an in-house customer service solution, these posts are must-read content as you work on improving your customer experience on social media.

 

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5) Watch your characters

Certain social media platforms only allow for a certain number of characters, which could cut off your response and lead to misinterpretation. Make sure you include links for the full response or provide a contact email for customers to voice further concerns.

Is good customer service really valuable? A study from Harvard Business Review asked that question and their findings were fascinating. A response, even with an angry customer, can boost the amount the customer is willing to pay for services. So get your customer service plan in place and start responding today!

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3 Ways to Use Social Media To Gauge Your Customer Feedback Program

Social media easy as 1-2-3

 

Customer feedback programs can be an incredibly useful tool to help businesses maintain a strong customer experience. But, if it’s not used properly, then you’re not getting the information you need & you may not realize that.

In the past, gauging the effectiveness of a customer feedback program was more difficult; can you be sure you’re asking the right questions, getting feedback on what’s important to shoppers? It was a lot of trial & error, and looking for trends in open ended responses.

Now, social media is here, and there are some easy ways to make this more manageable.

If you are not monitoring social media, and by this I mean social media that is outside of your company run social sites, you probably should as soon as possible.

Why?

Well, for starters, you’re missing an entire conversation about your brand, products, and services. But, also important is the fact that there’s an entire segment of uncensored, unstructured feedback that is waiting out there that you can use to your benefit. You can take this data as use it as another piece of the customer feedback program and you can also use it to gauge the success of your traditional feedback survey. Are you asking the right questions? Are the scores you receive relevant and reflective of general customer satisfaction across the board? These are all questions that can be answered.
Below are three tips on how to use social media data to your advantage as it relates to your feedback program:

Use social media as a supplementary feedback channel. The more data you can get, the better. Using social media conversations is inexpensive and provides a wide range of feedback. What’s great about it is the fact that it’s people talking to other people rather than responding to a feedback survey. Why is this great? Simply put, people tend to be more open with their thoughts when talking with friends vs directly to the company. Additionally, if people are responding to a feedback survey, they are focused on providing feedback specific to the questions you’re asking. In social media, it’s more of a free range of thought, so you’re likely to get feedback about aspects of the experience that are not captured on a feedback survey.

You can monitor social media in a few different ways; one is to make use of the monitoring features in your marketing platform. These days, most have an incoming monitoring component. Another option is to make use of a social media management service – this is a more high level approach, but one that can give you deeper content collection along with a variety of analytical reports to make sense of the conversations that are happening online.

 

Compare unstructured feedback sentiment to your current program. Sentiment can be tricky in social media, as most programs are still using a basic sentiment analysis. As more and more turn to natural language processing, sentiment values will be more accurate. However, even with a basic sentiment analysis, manual analysis can be done. This is a benefit of using a social media management service – sentiment is manually set to ensure that the results are accurate.

Take a look at your positive/neutral/negative ratio of comments in social media and compare to your feedback program results. Are they similar? If not, you may want to look at what you’re asking for feedback about. If, for example, your feedback scores are high/positive while social media shows more negative commentary, take a look at why that may be happening – are you not asking the right questions (ie social conversations show dissatisfaction with a particular aspect of your ordering process yet you don’t ask questions on your feedback survey about this), or are results of your feedback program not as accurate based on who you’re sending the survey to? Or, are people being incentivized a certain way, maybe for providing good feedback, so what they’re providing in terms of feedback is more positive than it might be if they were not incentivized? If the results vary between feedback and social media, some reflection may be needed.

 

Find out if you’re asking the right questions & getting the right feedback to be successful. Similar to the point above, use social media data to find out what pains your customers; are they expressing dissatisfaction in an area that you’re not asking about in a feedback survey?

One example may be a restaurant. In monitoring social media, they may find that customers are saying the wait times in the drive thru are too long, but your feedback survey isn’t asking customers about their wait. This may be a good opportunity to incorporate a relevant question and collect some data from customers at the point of sale to see if there in fact may be a bigger issue at stake.

By looking for themes within your social monitoring program, you can find out what customers really like (and dislike) and enhance your feedback survey to capture the most relevant data possible.

 

Both traditional feedback and social media monitoring are valuable channels for customer communication and satisfaction monitoring, and using both to complement each other will not only help your brand grow and strengthen its customer experience, but it will also provide you with ways to really listen to your customers and show that you are invested in them.

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Bonuses Based on Social Media Data?

 

While many companies are realizing the benefit of monitoring social media sites for feedback about their company, it looks like the hospitality industry may be moving one step beyond that – including social media data left by consumers in employee bonus and incentive programs.

 

For the hospitality industry, this may be a bit easier to do thanks to popular consumer review sites, such as TripAdivsor and Yelp. However, by using a strong social media monitoring tool, it’s easy to find mentions of your brand, employees, or company on a regular basis.

 

In this article, Sean Mullin from the Noble House Hotels & Resorts, shares that social media is factored in when deciding employee bonuses. He went on to say that “We know the average rating of our social media sites. Then, we establish goals for the following year. Managers are incentivized to beat that score. We want to make sure all of our managers are paying attention to it.”

 

If an hourly employee is mentioned by name online as part of a consumer review, or a consumer talking within social media sites about their experience at one of the hotels, Mr. Mullin shared that they are given a monetary reward, typically $10 or $20, as recognition for positive feedback about their service.

 

The company still utilizes more traditional forms of customer feedback, such as feedback surveys and comment cards, but they have realized the power of social media as a feedback tool. Generally, people are more free and honest with their thoughts and opinions when talking with friends on Facebook, for example, than they may be answering questions about their experience for the company itself.

 

This article is telling in that we are finally seeing the shift in businesses’ thinking of social media. Up until now, it’s been more about engaging and getting your message out; with the realization that there is a good base of data out there that is easily obtainable, I anticipate more and more companies to use social media monitoring to gather customer feedback in the coming year.

 

 

 

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