Many huge brands today are using Twitter and Facebook to solve client issues. Major brands such as Starbucks, HP, Comcast, and Ford now use social media for customer service. This article outlines best practices for customer care through social media.

1. CUSTOMER CARE
THROUGH SOCIAL MEDIA

2. Executive Summary
In 2005 when Jeff Jarvis wrote of the ‘Dell Hell’ in his blog, the company retaliated with ‘We do
not respond to customer complaints through blogs’. Dell was criticized for their ‘look-don’t-
touch’ policy when it came to blogs. Today, Dell has a “Direct to Dell” community that features
blogs by its officers, forums, and a customer support site. Dell is also using Twitter and
Facebook to solve client issues. Major brands such as Starbucks, HP, Comcast, and Ford now
use social media for customer service. This whitepaper outlines best practices for customer
care through social media.
Customer Care through Social Media
Customer service through social media is becoming mandatory. Your
customers will be talking about you…whether you are present or not. Interacting with your
It serves their needs, as well as, your reputation, if you are present clients on social media
for the conversation. The best solution is to work actively in social
media and use it to your advantage. Below are suggestions for
lends you a unique
entering the social media arena. perspective. You gradually
learn that your customers
LISTEN and LEARN: Browse around social media sites. If you are not just your target
are new to this world, learn the protocols and etiquette of audience, but real people
these sites before you start talking. Before you jump in to with real needs. And this
support your brand, listen and understand what the customer is
saying.
understanding
automatically helps you
LEARN MORE: Remember that this is free marketing research. serve your customers
Are there certain topics that dominate discussions of your better.
industry? What is being written about your firm? While one
remark may not be representative of the majority of your
customers’ views, every comment out there may contain the
hint of a way to make your product better, or perhaps identify some uses you never
thought of.
LISTEN. ASK. LISTEN: The best thing about social media is it puts you directly in touch with
your customers. Use this powerful medium to listen to your customers. Ask them what
you can do to make their lives simpler. That is the easiest way to increase customer
satisfaction and retention…determine what they need! Check out Dell’s IdeaStorm page
as an example.
ACT: If there is a problem, or an unmet need, open a dialogue with the user. Ask
questions to fully understand the issue, and propose a resolution.

3. Recently, the Wall Street Journal reported hotels are tracking on-line blogs to catch that first
complaint about a lousy room or lumpy mattress in hopes of quickly fixing it before that
complaint spreads. Sometimes, hapless customers dash off complaints and type out all their
frustrations onto their blog/Facebook page. Once they get it out they are generally much
calmer and more willing to speak. Or, maybe they just wanted to be noticed so their problem
can be solved. It is up to you whether or not you take this opportunity to solve the problem or
let the complaint burn itself across the Internet.
DON’T IGNORE: If you decide to place your brand out in social media-- be diligent. Never
ignore customers. Concerns that seem simple, petty, or trivial; are not. If it didn't matter
to the customer, they wouldn't have logged-on to type. Remember, the customer is
paying your bills. Any failure to respond effectively will be broadcast widely.
FOLLOW-UP: Immediately follow-up (and tell the customer you will be doing so) so they
know you care about service. Many people in businesses now prefer to be “followed-up”
via e-mail, and not on the phone. Always leave room at the end for any OTHER comments
they may have. “How would you improve the product?” “Could we have found a better
way to resolve your concerns?”
NO SCRIPTING: Be yourself on your blog/Facebook/Twitter interactions. Do not use
scripted answers. When someone reaches out to you on a social networking site, they are
not looking for an automated response. Be the real person they want to talk to. Nothing
annoys customers more than a canned sentence response…and yes, everyone knows if
one is used.
DON’T BLUFF: This rule applies to customer service through any channel, not just to social
media. But bluffing on social media can prove even more costly. Your inability to stand
good on your promise will be broadcast to net surfers around the world.
ENCOURAGE YOUR TEAM: It is great to have your top managers blog, and be in touch
with customers, but it is even better to have your team interact with customers. Let’s face
it—the front-line team is the one in contact with customers in the off-line world. So, let
them play to their strengths online too. (remember, though: these interactions need to
keep your corporate approach and position in mind with every interaction: See white
paper : Social Media Networks and Automation Software; Social Media & AMP)
Interacting with your clients on social media lends you a unique perspective. You gradually
learn that your customers are not just your target audience, but real people with real needs.
And this understanding automatically helps you serve your customers better.

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