Customer service hotline as part of a social media plan
Apparently, there is a good reason why writers keep a notebook with them. Inspiration may struck at any time. Unfortunately, I didn’t have a notebook, and I didn’t think about bookmarking it, emailing it, or writing a note in my phone. So, I’ll have to search for the specific example at a later time. But the lesson learned did stay with me, and I’d like to share that lesson with you here.
As you know, in today’s marketing dynamic, there is the zero moment of truth. People go online to research about a given product or service long before actually making a purchase decision. I similarly conducted such online research on Yelp.
(Again, I wish I kept notes!)
In any case, it was fascinating to read the Yelp reviews. There are always negative reviews on any review sites. So, normally, a negative review would not have piqued my interests quite so much. The interesting thing about these particular negative reviews was that the reviewers indicated that they contacted customer service and received no response. They were disappointed at customer service. However, when they vented on Facebook, they surprisingly got the resolution they were seeking.
This highlights an important the lesson learned here as we formulate a social media plan. One of the key concerns for brands regarding social media is that it gives voice to the haters. Before social media, they spread their displeasure by telling their families and friends. With social media, they can air their complaints to the world. Therefore, one of the important support tactics in any social media plan is to diffuse the negative voice. A most obvious way of doing so is to give users a direct way to contact you regarding negative experiences. The goal is to resolve any negative experiences before they feel the need to air their complaints to the world. Therefore, while customer service has always an important piece of the brand experience puzzle, it is even more important now. If you don’t give people a way to complaint to you privately, you’re in effect encouraging people with negative experience to seek alternative platforms to voice their complaints.
Photo credit: Zach