The Biggest Problem With Customer Service On Social Media

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*For starters and unrelated, my blog got a much-needed facelift over the weekend.*

A few days ago, I finally went and saw TED. (Let’s just say, it is actually as funny as people make it out to be.) While the movie was awesome, I couldn’t help but notice a few things about the theater’s customer service- or lack thereof. To be clear, it was a national holiday and 90+ degrees, so I expect long lines. Both to buy tickets and to buy the gloriously overpriced movie staple, popcorn. Extra artificially flavored, cholesterol-fulled butter, please? However waiting in line patiently for 25 minutes, I couldn’t help but count all the people behind the counter, who were just standing around. There were literally 3 cashier stations open (of 10 available) and then 6-7 more people just chatting and meandering around behind the counter. They had a lot of people working, but none of them were actually doing anything.

I couldn’t help but think how this doesn’t just happen at an overpriced movie theater in NYC, but it happens all the time offline as well as on social media. We talk about how important it is for brands to be present in social media. It’s important to be monitoring the conversation, listening and then responding to your customers on Facebook, Twitter, Google Plus, your blog, etc. Most companies are getting a lot better about this.

However, responding on social media is just a first step. It’s great that people can see that you are responding (and presumably at least half-listening). Sometimes, all you can do is post an “I’m sorry,” or other seemingly generic message. However in other scenarios, if you really want to be a dynamic brand focused on great customer service, you have to take it a step further and try to make the situation right. That can mean taking this offline and directing them to someone, who can actually help. That’s why it’s so important that social media team needs to be well-connected with the customer service department, if they aren’t already.

The other thing great brands can do is “surprise and delight your customers.” Do something nice that they won’t necessarily expect. This creates a great, memorable experience. The person will be more likely to share it with their friends on and offline. There’s all kinds of examples of brands using surprise and delight, such as Morton’s steakhouse delivering a steak to PRo//speaker Peter Shankman at Newark international Airport. Not all examples have to be this extreme, it can be as simple as offering a voucher for a free drink when you see customers waiting in a very long line or remembering a frequent shopper’s birthday and offering them a coupon. It’s little things where a brand goes the extra mile that make them memorable and enhance their reputation. After all, it takes years to build a brand’s reputation, and only a second to lose it.

Lastly, if you haven’t seen Ted yet, or even if you have, here’s a funny excerpt from the movie. Likely NSFW. Or at least wear headphones if you are in the office.

 

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Jessica Malnik

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