The rapid explosion of social media on the Internet represents a huge shift of how people read and share news. The sites offer networking for personal, political, or even corporate reasons. It is the latter of the three, though, that pertains directly to the advantages the business world is looking to capitalize on, especially in the customer service realm.
On the whole, social media branches out from just networking sites to include blogs, discussion boards, forums, and media sharing sites like YouTube and Flickr. These sites all offer potential for helping businesses reach out to customers. And in a world where customers want rapid and accurate answers, the help desk can utilize these online interactions to provide top-notch customer service.
Blogs can assist companies in opening the lines of communication with consumers. Customers today want to be a part of the collaboration process. They want to know that they are being heard and understood. They also want to avoid sitting on hold with a customer service representative when they have a problem. Social networking sites allow the help desk to proactively reach these customers before their frustration boils over. Resolving complaints quickly can make a customer feel as if their business is valuable, and in turn create loyal customers. With a customer relationship management system that puts answers at the agents’ fingertips, phone calls are shorter and first call resolution percentages go up. To cultivate ideas from customers, some companies have created Web sites with forums on them to allow customers to interact and share their suggestions, comments, and criticisms. The best ideas rise to the top, giving your brand a strong development process and a culture of collaboration with your most enthusiastic consumers.
Another form of social media helping help desks today is microblogging, the sharing of information in concise, rapid bursts. Twitter users make comments about their daily activities using 140 characters or fewer, but they also engage each other on trends and products that are popular. This can be beneficial for business wanting to respond to customers. Instead of answering questions with lengthy messages, a quick brief response may be all that is needed. Secondly, another asset of microblogging is the opportunity for a company to search Tweets to see what customers are saying. Oftentimes, customers Tweet about problems that a company didn’t even know were occurring, giving real-time feedback on important matters, and allowing for excellent customer service. It is an easy was for businesses to listen to what people are saying and respond.
Social networking sites, like Facebook, have many effects on helping customers. With so many people using Facebook these days, it is only natural that companies tap into the resource it provides. Social networking in general offers easy ways to engage in conversation with customers. Through social media, businesses can deal with complaints, offer deals and discounts, identify groups of customers that may help other customers, and, most importantly, open direct channels of communication for those wanting to give feedback. A customer may be more likely to seek out information in a non-threatening environment that has a high rate of response.
Overall, social media greatly effects how companies can help customers. Fortunately for customers, social media offers the advantage of real-time interaction, allowing customers and companies to be heard instantaneously. Whether it be on blogs, microblogs, or other social networking venues, the goal of relationship building is made easier. Genuine communication between the business and customers has proven to build a loyal customer base that is more likely to continue their business, and promote the brand to others.
