23 Sep Don’t Be Lazy Responding to Customers on Social Media
A study from Lithium Technologies illustrates the dissatisfaction customers have when they interact with brands via social media, and specifically when they reach out to ask a question or stress their concern with a product.
It’s one thing to unlike a company’s Facebook page or unfollow a brand on Twitter, but it’s a whole other issue when the consumer decides to express their discontent by posting negative reviews or going off on a Twitter rant.
Timing is of utmost importance. Customers generally become distressed when they feel they are not valued by the brand and the time between when the outreach is initiated to when they are responded to, increases. According to the study, more than half of unsatisfied customers will take negative actions to show their dissatisfaction in you, the company. This is the last thing you want, as a company owner. Your attention automatically refocuses to remedying the situation and performing crisis communication to the displeased customer. Essentially, if not handled swiftly, this form of discontent can quickly erupt into a PR disaster for a brand.
However, there is an upside to handling the complaint or overall interaction in a timely manner. Not only will the customer have a favorable attitude of your brand, they are more likely to purchase additional products from your company. Most of all, when customers have a positive experience with you, or when you have resolved an issue for them, they are that more likely to recommend you to their friends and spread the word about how a complaint or negative experience was handled appropriately, resulting in a favorable mindset of the brand.
Involvement on Twitter and Facebook are merely instantaneous and take only a couple of seconds to have an everlasting impact. This is a two-way street. If we act speedily and with purpose we have the ability as marketers to transform the social customer service experience for brand as a whole.