Kit Smith says, “One of the most important effects of our transition into the age of the customer has been the need for brands to differentiate beyond the price point. They have to have personality, be approachable and inspire loyalty.

Good customer service is the pinnacle of engagement, word of mouth and repeat purchase, and these interactions have been revolutionized by social media.

Consumers are using social for customer service, even where brands are choosing not to engage.

In fact, social media interaction has been greeted with trepidation by the majority of brands, with only 26% of staff taking social seriously as a customer service tool.

In trying to work out why this is, think about one of the last fundamental shifts in communication brought about by technology: when the telephone became ubiquitous, brands were terrified what would happen when they allowed customers to actually speak to their business”.

Seven guiding principles for implementing social customer service

Econsultancy

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