Social media is a funny thing: brands covet its reach, but often forget about engaging with those who provide valuable feedback.  Finding the right channel(s), social listening, and crafting the right outgoing messages are important, but without engagement, you will not be trusted; without trust, you will not succeed.  Let’s discuss keys to engagement and resolution.

Problem:

The customer reaches out via Tweet, Facebook, or a post within your community with a constructive, objective issue they have with your product or service.

Process:

  • The customer should receive a response within the hour
  • Apologize and show empathy
  • Research the customer’s history:
    • Products utilized
    • Their past issues
    • Is there already an open case for this issue?
  • If possible, answer the question at the initial contact; if an off-line chat is needed, offer the customer communication options:
    • Instant message
    • A link to a related discussion within your community
    • A private chat room within your community
    • A one on one phone call that may include a WebEx session
  • Engage, listen, understand:
    • Problem scope
    • Business impact
    • Pain points
    • Customer expectations
  • Offer solutions that are a win-win
  • Get customer buy-in to your solution and its timeline
  • Deliver results
  • Confirm customer satisfaction

Reminders:

  • Never take things personally or argue publicly with the customer
  • This may be an opportunity to improve your product or service
  • If this is a recurring issue, eliminating issue eliminates future cases
  • The customer may not be as familiar with the product line as you; he is frustrated and deserves your attention and help.
  • All companies and services encounter problems, the very best acknowledge them and respond creating brand advocates and loyal customers.