Social media has opened up a new world for customer service operations, allowing us to meet customers where they are and serve them instantly. But is a downside too. Social media has given a megaphone to our voice of the customer. Now, sentiments about your organization are not just shared with a customer’s close knit circle, these sentiments are expressed publicly, via social media, to tens, hundreds, or even thousands of followers.
While the below infographic is a year old, it does provide the most jarring truth of a customer’s voice via social media: 52% of customer conversations on social media are negative. With a megaphone next to this discontent, our job of monitoring, reacting to, and managing our “social voice of the customer” becomes an increasingly important task. But what is the best way to handle our social V.O.C?
The answer is in multichannel engagement and content creation. While social media has given us an opportunity to meet our customer where they are, we don’t have to wait for a request for service or an expressed sentiment to meet them. With Twitter, Facebook, Youtube, WordPress, Instagram, Pinterest, we can create entertaining and engaging content for our customers in a wide variety of formats. Why not put out a weekly “How-to” video? Or a blog posts telling entertaining stories? Or beautiful pictures relating to your organization?
Social media content creation allows us to be engaging throughout the entire customer experience—before, during, and after the need for service arises. While social media has given a megaphone to our V.O.C., it has given one to you too!
How are you creating social media content for your organization?
Rosetta Carrington Lue is the Chief Customer Service Officer and Senior Advisor to the City of Philadelphia’s Managing Director. Follow Rosetta on Twitter @Rosettalue or visit her blog at www.rosettacarringtonlue.com