Social media posts build trust with customers

A new customer service model has businesses tweeting and customers blogging — social media is quickly becoming a vehicle of choice for business-to-business and business-to-consumer customer service interactions.

A recent social media survey revealed that 56 percent of customers feel a stronger connection with and are better served by companies when interacting in a social media environment. When customers get prompt responses, they feel empowered and their trust is earned with the businesses and brands with which they are interacting.

For example, when a Southwest Airlines customer tweeted about his unpleasant baggage claim experience, company service representatives were quick to follow-up with the tweet, asking for more details, and helping to rectify the situation.

In addition, marketers say the viral platform provides a means for more credible problem-solving, as businesses get honest consumer feedback. Being proactive about customers' social media posts can provide an opportunity for businesses to mitigate negative comments, encourage positive mentions, fix problems or present accurate information. And company efforts reach far beyond one customer at a time — rather, to all who read the discussion.

With such undeniable benefits, social media should no longer be viewed as "new age" marketing venues, rather a clear business strategy. Just ask Southwest Airlines, which includes a chief twitter officer among its media team.

If the benefits are not enough to persuade businesses to take their customer services to social media forums, perhaps the negatives will. Today, with social media's ability to quickly spread the word, a single service gaffe can turn into a public relations fiasco.

HP learned this lesson when a customer who had sent an under-warranty computer in for service received a letter from the company indicating an HP technician spilled fluid on the computer and damaged the motherboard. The letter went on to state that the customer owed HP more than $1,000 to repair the fluid-damaged part. The angry customer posted the letter on a well-known computer blog that typically receives more than 34,000 daily hits.

Whether you're listening or not, customers are talking about your business, competitors or field of expertise via social media. At the very least, monitor online communities to learn about your target audiences and act accordingly to improve your customer service.

Dana Kohlbeck is a public relations specialist for Coalesce Marketing & Design Inc. in Appleton. She can be reached at 920-380-4444 or dana@coalescemarketing.com.