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5 Tips for Excellent Customer Contact via Social Media

In the year 2022, customer contact via Social Media will be unimaginable. But how do you go about it? We share our best tips.

Door Renée Müller

5.7 min read

10 January 2022

customer contact via Social Media

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Customer contact via Social Media is a must for every company that wants to keep up in the coming years.

If Social Media are not yet part of your customer contact vision, you are missing out on opportunities such as:

  • Promote your sales;
  • Increase customer satisfaction;
  • Improve your business processes;

Are you not yet using your social channels for customer contact? Then now is the time to start. Read on to find out what crucial role social media channels can play in your customer experience.

Why every company should invest in customer contact through social media

A customer contact strategy is a key to long-term success. A well thought-out Customer Experience leads your customers to a purchase faster than good marketing.

PwC’s research even shows that 73% of buyers indicate the Customer Experience as the top reason for making a purchase somewhere.

Why social media belongs in your customer contact

Social media is one of the most important communication tools for customer contact – currently 75% of people use social media to interact with their favourite companies.

And more importantly: 47% of people expect companies to be active on Social Media. Don’t respond? Then one-way traffic will start to annoy them at some point.

The benefits of customer contact via Social Media

In your customer contact strategy, Social Media for call centres have a lot of advantages:

Cost savings

Did you know that the average cost of customer contact via Social Media is about 6 times lower than the cost of customer contact by phone?

That’s because you can have multiple Social Media conversations at the same time, something that is difficult with phone calls.

It should be noted, however, that social media platforms also have their limitations. They are great for answering simple questions, but more complex issues will need to be moved to the phone line.

But Social Media is the place to take pressure off your phone lines and lower the cost of answering simple questions.

Customer loyalty

Call centres can use social media to interact with customers and increase their loyalty. They make it possible to communicate with them in real time and in a personal way, thus humanising your brand.

If you constantly respond to your customers in a friendly and professional manner, they will have a positive perception of your brand. However, this can bounce back when you are not quick enough or suddenly stop responding – that feels like you are put on hold.

If you are able to get your customers involved in social media and keep them that way, they are more likely to stick with you in the long term.

Make sure you’re ready for negative feedback

We have to be honest. Social media have many advantages, but they also have a downside. Because people are unfortunately quick to complain and social media is the outlet.

Negative word of mouth on Social Media can be dangerous, because before you know it you go viral.

And that means only one thing: the Customer Experience and customer satisfaction must always be your top priority.

5 tips for excellent customer contact via Social Media

1. Use an omnichannel approach

Contact by phone or instant messaging is not enough these days. 66% of customers prefer to buy from companies that use different channels for their customer contact.

A omnichannel contact centre uses different contact channels and knows how to let them flow seamlessly into one another. In practice, this can mean that someone sends a message via Facebook, receives a reply via WhatsApp and then responds via Twitter.

In customer contact via social media, it is important to offer the same service through all your channels. With software such as Steam-connect you blend all your channels into one interface, so your customer won’t notice when he switches channels.

2. Seek and reward customer feedback

Customer satisfaction surveys and customer satisfaction scores (CSAT)are integral to the success and performance of your contact centre. Customer feedback gives you valuable insights into the status of your service and helps your team identify successes and areas for improvement.

You need to gather this information across all your channels, and social media is no exception.

Send out a survey via direct messaging or post a poll for customers to vote on.

This shows your customers that you value them and their opinion matters.

Not getting the response you were hoping for? Then consider setting up a rewards programme. For example, you can give them a discount on their next purchase.

3. Report your social media activities

What metrics are in your call centre reports? Most call centres focus on KPIs such as abandonment rate, average answering rate and resolution in the first call.

But do you also report on your social media activities?

Your customer contact strategy should measure two areas: engagement (views, clicks, reactions) and behaviour (what kind of messages do they post, positive vs. negative).

Use both qualitative and quantitative data to get a more holistic view of your social media efforts and how your customers are responding.

4. Take a good look at your competitors

You really don’t need to reinvent the wheel. Are you getting nowhere with your strategy? Then look at how your competitors organise their customer contact via Social Media and make notes.

These are a few questions you can ask yourself:

  • What kind of posts are their customers sharing with them?
  • What tone of voice do they use in their customer contact?
  • How often do they post?
  • What do they do well and what could they do differently?

It’s also smart to look at other industries, because then you step out of old patterns and set a new standard.

5. Be on top of your customers’ activities

When a customer has a problem, he no longer simply picks up the phone. In most cases, he’ll go straight to Social Media to share his experience and demand answers.

This is tricky, because it means your agents have to solve problems in public. Feedback is essential in your reporting, not just the fact that you collect it, but the fact that you acknowledge it – especially when it’s negative feedback.

Thank every customer for positive feedback. Is it negative? Then apologize and communicate your plans to make it right again.

Close the conversation by being clear and friendly. Your public responses should not only reassure the customer in question, they should also be a positive promotion for your brand.

How to organise customer contact via Social Media?

Social Media channels are mushrooming and come on top of all your other channels. Are you struggling to keep up with all these channels and do you feel it’s costing your agents more time than it’s bringing in? Request a demo of Steam-connect. Then get started!

Our software blends all channels into one convenient interface so communication never gets mixed up again. A must for any company that wants to maintain customer contact via Social Media!

Discover the latest Customer Contact Trends

What does your contact centre need to do to stay ahead of the competition? Download our latest trend report 👇🏽

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