Social Media for Customer Service: Are you listening?

Social media is an ideal place for creating dialogue and having conversation. In this relation, businesses can use the conversations on social media as an opportunity to respond to prospects and customers here.

Recent research by Maritz Research and evolve 24 provides insights for businesses using social media to handle customer service inquiries, especially complaints. While customers use social media platforms to complain about service or product, only half of them expect a company response – a low bar for customer service performance.

This is good since only three out of ten companies respond to customer service complaints made via Twitter. Of those customers, three quarters were satisfied with the response they received. While this sounds positive, there’s a caveat. Of those who weren’t contacted, 86% would have appreciated a response but only regarding the problem, not about anything else!

Here are 5 steps to get your social media customer service on track.

  1. Listen to your customers. To begin with it always works to monitor the social media landscape for mentions of your company name, brands, products, key executives and competitors. Also, it is good to notice that your competitors’ problem can easily become your problem on social media platforms and make a note.
  2. Create special customer service listening posts on social media. Wherever possible, it is good to develop a designated social media customer service profile or page. On which platform you decide to build your customer service page depends on your type of business and where your consumers are. For example, Starwood Hotels has had a representative on Flyer Talk for years where he’s known as a straight shooter who the community respects. By contrast, JetBlue uses Twitter to keep passengers abreast of flight and gate changes. Consider what makes sense for your customers.
  3. Train and staff social media customer service to respond inquiries. Social media training is required so representatives have the appropriate skills to communicate on these channels and understand how to use them.
  4. Promote social media customer service to your organization and your customers. It is very important to market your customer service in-house. Let people know what you’re doing via your internal communications. It always works to create a set of FAQs with the related departments and share them with your social media team.
  5. Acknowledge and respond to inquiries as quickly as possible. Ignoring consumer requests on social media platforms doesn’t make them go away, rather it’s more likely to get customers upset on a platform where they can easily let their anger show!

Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.


Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.


Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.


At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.