Customer experience in social media

Customer service in social media channels is gaining importance, therefore user interactions on company profiles should be professionally and comprehensively moderated by customer experience specialists

In the previous article, we wrote that customer experience is the new marketing. This time we want to emphasise the importance of social media in building positive customer experiences. More and more people treat social media as the only channel of contact with companies. This is why professional handling of brand profiles on Facebook, Instagram or Twitter is so important.

Referring to a popular slogan of the marketing industry: content is the king. However, it is a mistake to focus only on attractive posts or graphics. Moderation, i.e. managing customer interactions with the brand, is extremely important. Badly managed fan pages send customers to hotlines, while the best customer experience practices are based on single point of contact. This means that the issue the customer addresses should be dealt with in the channel in which the customer initiated the communication. It is worth betting on good service with fast response time to posts, comments and queries in line with company policy and standards. The time of the pandemic has further demonstrated the need for a functional and convenient online experience and has posed new challenges. Interactions between customers and brands have moved online, so efficient communication channels must be taken care of.

Data from 2020 shows that there were as many as 3.8 billion social media users and this number is constantly growing! Compared to 2019, the number of users increased by 9.2%. In Poland alone, more than 19 million people use social media and compared to 2019, this is as much as 7.8% more. According to Forbes, 70% of users who have had a positive experience with a brand on social media are likely to recommend it to their family and friends.

An important feature of social media is that a customer can contact a brand at any time – 7 days a week, 24 hours a day. This does not mean that consultants or moderators always have to be on standby. It is common sense that there is no need to answer customer questions in the middle of the night. However, in the evenings and at weekends it is necessary to online and interact. In other words, social media handling for an agency or contact center should not be limited to the classic 9 to 5 workday, which is why channels with high traffic are often handled by multiple moderators. The use of chatbots for customer service in social media is also worth considering. Not only do bots help with interactions when traffic is high, but they are also able to start a conversation anytime, even in the middle of the night.

Voice Contact Center has not been indifferent to the trends of moving customers to the Internet. The company builds professional customer experience of brands in social media as a part of omnichannel customer service strategy. Our actions are supported by years of experience in customer service, thanks to which our consultants are able to quickly respond to customer enquiries and treat social media as a single point of contact. We are able to act effectively in crisis situations and during peaks in traffic related to promotions. Our great asset is a large pool of consultants ready to face challenges and quickly take over a project. We are no strangers to operating under time pressure. We handle our clients’ social media mostly as part of our comprehensive omnichannel services, but we are also open to conducting strictly social media projects, because we know how important this channel is in building a positive customer experience. The chatbots we create are also compatible with Facebook Messenger and definitely improve customer service.

Katarzyna Skrzypiec and Andrzej Wolf