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Customer Service on Social Media - Part 2

by: Finella Kristle Panlilio

Monday, June 16, 2014 |

Successful Customer Service through Social Media

In the post last Friday, Customer Service on Social Media - Part 1, we talked about consumers' rising expectations and how companies are adapting to the changing times via social media. Panelists at the Wharton Social Media Best Practices Conference gave us insights on social care as well as a peak into their social media strategies.
Today's article tackles customer complaints and the reasons behind unanswered ones.
Many Unanswered Complaints
So far, businesses have not taken full advantage of social media customer care. According to a study by evolve24, a Maritz Research company that specializes in social media analytics, approximately 70% of customer service complaints made on Twitter are left unanswered. The study is from 2011, but the panelists believe that there hasn't been a significant change in the percentage.
The reason behind unanswered complaints might not only be for lack of trying. There are barriers that companies and industries face in their efforts to fully manage social media care.
Monitoring the social space - just imagine the amount of conversations out there - to locate discussions about your brand can be daunting. Some companies, even with a fairly large team for social customer service compared to most small businesses, take months to be able to look beyond just mentions to their handle - and that extends from your typical social networks to influential blogs in your industry.
Then there are regulatory issues. In the banking industry, for instance, Buckridee shared that the only thing they can take even via direct message on Twitter is name and zip code, so they have to route them through other channels. Also, any links tweeted out by the bank are audited, and the link must take customers directly to the relevant page with a single click.
Lastly, not a lot of companies are ready to invest in social media care. Often, the individuals responsible for budget-making decisions are not active in social media, and this becomes a hindrance. Decision makers still think that Facebook is only for teenagers, and are fearful of blunders, because blunders get so widely publicized. What they need to understand is that a community isn't built through outreach or listening alone; there has to be engagement.

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