Whether you’re an ecommerce or retail company, you’ll need a social media presence working alongside your corporate website in order to remain competitive. However, you shouldn't restrict your company's social media activity to marketing and advertising - there is a lot to be gained from using social media to extend your customer service capabilities. When properly executed, social media customer service programs can confer the following advantages.
Improved brand perception & customer relations
Because the feature provides a convenience to most consumers, offering customer support through social media is a great competitive differentiator. It's also an excellent opportunity to engage with customers - even the ones who don't need support. By promptly responding to customer issues on social media, you're demonstrating your commitment to customer service to all your followers (not just the ones who need assistance).
According to a report from the Harvard Business Review, responding to a customer on social media can cost less than $1 per interaction, compared to an average of $6 per telephone interaction. If you’re improving customer retention on top of those savings, you can make a noticeable impact on your overall bottom line.
Product & business improvements
When it comes to social media, you get what you put into it. When a company regularly engages their customers on social media (through customer service or by posting responses and original content) those customers feel heard and appreciated. This makes them much more likely to share candid feedback, questions and complaints. Use this information to better understand your customers, improve your services, and fine-tune your marketing messages.